World Travel Market Report

The World Travel Market Event (WTM) is taking place this week in London. It’s an opportunity for the travel industry to meet, network and discuss important developments.

Research from the WTM revealed that 1 in 3 holiday makers used social media when booking their summer holiday this year. The report also found the following:

  • Out of the 36% that used social media, Tripadvisor was the most popular site for research (66%), Facebook usage was 34%, YouTube was 21% and Twitter was 17%
  • Travel and tourism chat rooms and forums attracted 28% of the social media users, compared with blogs which accounted for 9%
  • 42% of social media users went ahead and booked their original choice. However, more than one-third (35%) changed their hotel as a result of their social media findings.
  • Other factors included: 15% changed airline; 15% changed resort; 15% changed the agent or operator and 12% decided to visit a different country altogether.
  • 25-34 year olds were the largest demographic for social media use (46%)
  • 45-54 year olds were the smallest demographic to use social media (24%)

Figures are based on the WTM report that looked at 1000 UK holiday makers that had taken a summer break in 2010.

Although these figures are relatively small; 64% of the sample did not use social media as a research tool. However, it is clear that social media is having an impact on peoples perceptions of a company when looking to book their holiday.

What do you think of these figures? Do you think the travel industry will increase their social media usage as a result? Do you think users only view networks such as Facebook as social media?


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