The Impact of Social Media in the Travel and Hospitality Industry

The Impact of Social Media Within The Hospitality Industry FOUR PILLARS HOTELS Social media has had a huge impact on every In most major cities the search volume on Google industry across the world and travel is no exception. for "Hotels in [city]" has lost over 70% in just the The role of social media now plays a key part in the last 6 years - instead they use the likes of Kayak, consumers travel experience; from how they TripAdvisor, and Expedia. research and book their holiday, on-going engagement while they're travelling to post reviews. Google Search Volume 70% The travel and tourism industry depends heavily on word-of-mouth and the spread of opinions - social networks provide the perfect platform to do this. Social networking is one of the most powerful forces driving travel planning today (PhocusWright), failure to adopt could be fatal. 38% percent of U.S. travellers 64% of non-U.S. travellers Use social networks while travelling Of those, 32% of U.S. and 22% of non-U.S. travellers frequently blog about their experiences 85% MOBILE of leisure travellers use their smartphone while abroad 30% have used mobile apps to find hotel deals 29% of travellers have used mobile apps to find flight deals TRUST 92% 47% of consumers say they trust earned media, such as word-of-mouth and recommendations from friends and family, above all other forms of advertising. of consumers around the 70 world say they trust paid television, magazine and newspaper ads. %, of global consumers say online consumer % iews ae the sosond most tusted form ot a0vetsing INFLUENCE Social media has a 52% huge influence on travel bookings. 0f 48% those who used social media to research of Facebook users said their friends' photos travel plans, only 48% inspired their holiday choice and travel plans stuck with their original plans. 33% 7% 10% 5% Changed their hotel Changed destination Changed resorts Changed airlines REVIEWS 40% 46% post restaurant reviews Post-vacation, 46% of travellers post hotel reviews. 76 "liked" post vacation photos to a social network Facebook pages specific to a vacation Four Pillars Hotels offer stylish 3 star and 4 star hotels in the UK in stunning locations including Oxford, the Cotswolds, Thames Valley and Bristol. The hotels are set in beautiful surroundings and have excellent leisure facilities and all the comforts of home. Web: www.four-pillars.co.uk/ Tel: 0800 374 692 | Email: [email protected] Four Pillars Hotels, Olney House, Ducklington Lane, Witney, Oxfordshire, OX28 4EX Sources: WAYN for the World Travel & Tourism Council | Stikky Media | Tripl I Hotelmarketing.com Contact