Today, destinations and travel brands are investing an increasing amount of time and budget into social media. The industry has realized that while once travelers would turn to travel agents or traditional marketing channels, like magazines and ads, for planning and inspiration, today’s travelers are finding their inspiration on social media and digital platforms. To keep up and reach consumers where they are, all travel brands, from destinations to airlines, are moving more budgets to this form of marketing.
However, there are still questions around what content best performs on what platform. For this report, we surveyed hundreds of U.S. consumers who have traveled overnight in the past year to better understand their preferences and opinions on travel brands’ social presences and also to get a better understanding of their personal sharing habits.