How social media is influencing travel planning

Published on: June 1, 2016

Social media has become a huge part of the travel experience. Travellers use it to find travel destinations, conduct research, post updates, connect with travel providers and, of course, post photos of their vacation.

From a business perspective, social media has provided travel companies with another way to reach and market to travellers, offer deals, provide an enhanced customer experience and engage in and enhance people’s travel experiences.

Internet Marketing Inc. has created an infographic that shows how social media is influencing people's travel plans and why travel brands need to be more active in the social space to better engage travellers.

Social media: The new online travel resource

Social media has become a pseudo-travel agent. According to the infographic, travel is now “the biggest vertical on Facebook,” and people are increasingly relying on social media to plan and research travel options. The infographic reports that:

52% of Facebook users say their friends’ travel photos inspire their travel plans
Of those who use social media to research travel options:
- 33% change hotels
- 7% change destinations
- 10% change resorts
76% of travellers post vacation photos to social networks
52% dream about vacation when on Facebook
51% say Twitter content influences their choice of travel brand
80% to 85% of people who like a travel brand on Facebook are past or present customers

Based on these statistics, it’s clear that social media content is influencing travel decisions and how people approach trip planning. In fact, mobile booking is on the rise. It’s estimated that by 2018, 35% of online travel bookings will be done on mobile devices.

When you book travel plans, make sure you do so on a secure network and from a reliable travel website.

A word of caution: Watch what you post on social media

Even though posting vacation pictures on your social media profiles is common, it could also make you a target for a break-in. It is recommended that you avoid posting your travel plans on social media. Wait until you return home to post photos. Unfortunately, there are people online who are looking for the opportunity to take advantage of people who are away on vacation. Make sure your home is secure so you can enjoy your trip.

Once your trip is booked, your next step is to get your travel insurance coverage in order. Get a free travel insurance coverage quote from Blue Cross, and travel with the confidence in knowing that we have you covered, no matter where you travel.