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Travelers less enthusiastic than industry about social media

STAFF (SOCIAL MEDIA PORTAL) - 09 November 2010

Report suggests only 1/3 of Brits take to social media ahead of holidays


According to a new report out today by World Travel Market, just one third of British travelers are taking to social media to research their holidays prior to setting off.

The 2010 Industry Report, which details a poll or both people within the travel industry and 1000 consumers, found that just 34% of travelers used social media when setting travel plans this year and just 25% expect to use it next year.  The WTM 2010 Report did highlight however, the influence social media has for those customers that did consult it when booking with 35% of those people changing their hotel and 12% changing destinations altogether.

Interesting, this slow consumer pick up is in contrast to commitment from the travel industry, 40% of which saw social media as a major opportunity in the next five years.  20% of industry people surveyed felt it was the single biggest opportunity for business growth.

Travel and tourism chat rooms and message boards TripAdivsor was the online destination of choice for two thirds of all social media savvy travelers.  Facebook saw 34%, travel chat rooms and message boards came in at 28%, YouTube at 21%, micro-blogging platform Twitter at 17% and blogs just nine per cent.

The report is launched as part of the World Travel Market conference and exhibition, being held at ExCel London from 08-11 November 2010.

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