According to a 2011 poll featured on UK-based flight comparison site Skyscanner.com, 52% of Facebook users stated that seeing friends’ vacation pictures inspired them to book a trip to that particular place.
According to Friend2Friend, travelers are 80% more likely to book a trip from a friend liking a page than they are from responding to a traditional advertisement.
Consulting firm EyeforTravel released the 2012 report Social Media & Mobile Travel, which indicates that 7 out of 10 travel brands professed how social media has not only generated a remarkable amount of direct bookings from social media sites, but has also significantly improved engagement with customers.
The World Travel Market 2011 Industry Report states that more than one fifth, or 22%, of travel companies generate revenue from social media efforts and 27% are planning to make strides in social over the next 5 years. The report further indicates that by 2016, social media will be in the forefront as a primary way to generate travel bookings and revenue for half of the travel industry.
Source: Forbes: How Facebook is Shaping your 2012 Travel Decisions