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Research Shows We’re Just Getting Started

As someone who lives and breathes social media every day, I was blown away by a stat in the PhoCusWright report, Social Media in Travel: Traffic & Activity.

Only 16% of travelers who participate in a social network say they have used it to source information while traveling, and just 7% report following or friending a travel company on a social network or Twitter.

Interestingly, 30% of travelers who use social networks report soliciting trip-planning advice from their networks. What this says to me is 1) People trust their friends and networks more than brands 2) Brands have a huge opportunity to listen to customers, gain trust, and become a source for valuable information for customers.

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