More Data on the Power of Facebook and Travel Decisions

According to a 2011 poll featured on UK-based flight comparison site, 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

Travel Stats from Google’s new thinkinsights

Google has a new portal for users to discover interesting stats: thinginsights

I discovered this there:

  • 62% of personal travelers use search engines as the number one source for travel information. Google/OTX, Traveler’s Road to Decision 2010, U.S, Sept 2010

  • 51% of business travelers use mobile devices to get travel information, more than double the rate of two years ago. Google/OTX, The Traveler’s Road to Decision 2011

  • 46% of personal travelers are watching travel-related videos, versus 36% two years ago. Google/OTX, The Traveler’s Road to Decision 2011

Adwords Stats (non-travel)

  • Over 89% of traffic generated by search ads is not replaced by organic search results when ads are paused. Google, Search Ads Pause Study, Global, Jul 2011

  • Two-line sitelinks increase click-through rates by more than 30%*. Google Internal Data 2011, *Compared to standard Adwords ads

Video ads can help your Brand Search:

  • Consumers exposed to a YouTube homepage ad are 437% more likely to engage in a key brand activity on the same day than those unexposed.

Disconect between Travel Sites and Facebook Users

It appears that Travel Sites don’t do that well in Facebook according to EyeForTravel’s article Are Facebook and Travel a Good Match?  Travel appears to be under indexing in Facebook interaction relative to other categories.

Travel sites received .3% of referrals from Facebook (in other words, Facebook sent 3.4B visits to website and only 8.3M to travel sites).

Likewise, Travel sites are sending a decreasing amount of their visitors to Facebook:

While the research shows a positive correlation between visits to Facebook brand pages and conversion, they also show a minimal overlap between brand’s Facebook pages and the same brand’s website: <10%



Increase Trust in your Brand by Keeping Negative Comments

Dr. Brent Coker shares research from Facebook that demonstrates the POWER of negative reviews.  In a nutshell, they compared a company with ONLY positive reviews vs. a company that also had negative reviews and responses to them.

The results demonstrated an increase trust in the brand:

[Read more…]

Flash Sales Growing in Importance in Travel Industry

Chris Davidson, Chief Client Officer of Y Partnership, shared some  travel market data during the Vacation Rental Manager Association 2011 national conference.  Notably:

Flash sales in the travel and tourism industry are becoming more popular:

  • 25% of travelers booked a travel service because of an unexpected e-mail. Last chance sales and high-urgency offers are also becoming more popular.

How Important is Social Media?

  • 46 percent of active travelers maintain a page on a social site.
  • 91 percent of those are on Facebook.

But, only 9% of travelers say they have made a travel decision based on information from a social networking site.

Stats from Google on Travel and Online Travel Research

The following stats were shared by Haley Knowlton Gribben, an Adwords Account Manager from Google. She presented at the Vacation Rental Manager Association’s Annual Conference on October 10th in Orlando.

It was a fast-paced and informative presentation. Thanks Haley.  These are my hastily scribbled notes:

Vacation Rental Search Becomes More Popular:

  • 42% Year to Year growth for popular vacation rental queries at
  • 34% growth in overall travel terms

10.2 sources being used by travellers in 2011 for their travel decision making process

  • 27% read email from a travel company
  • 85% searched with a search engine
  • 49% searched online hotel reviews
  • 37% read online travel reviews
  • 25% read online comments

Travel Purchase Timeframe and Planning Window: Most travellers began thinking about the travel purchase at least one month before taking their trip.

  • 8% 4-6 months before
  • 24% 2-3 months before
  • 21% 1 month before
  • 10% 3 weeks before

Affluent Travelers:

  • 80% of affluent travelers actually comparison shop “always or frequently”
  • This is more than personal or business segment travelers
  • The amount spent on the travel positively correlates with amount of research
  • “Research intensity increases with travel spend” [Read more…]

Measuring the Impact of Facebook

An entertaining and professional 2 minute video about Facebook and Facebook marketing. Recommended:

Measuring The Impact Of FaceBook from the designists on Vimeo.

Research Suggests Email Preferred over Facebook for Deals

March, 2011 research from daily deal site Eversave found that:

  • 75% of US Female Social Network Users like “Learning about promotions and deals from my favorite brands.

December, 2010 data from research firm ForeSee Results has a significantly different view of the power of social media sites as online shoppers’ preferred promotional channels for hearing about sales and promotions:

  • 65% Promotion Emails
  • 25% Postal Mail
  • 21% Retailer Website
  • 8% Social Media Websites (Facebook, Twitter, Youtube)
  • 5% Mobile Phone Text messages or alerts

According to Emarketer summary of ForeSee Results research: [Read more…]

Social Media: How Small Businesses Are Spending Infograpic

Social Media:
How are Small to Medium-Sized Businesses Spending?
By Flowtown

[Read more…]

Leisure Travel Statistics

The State of the American Traveler (July 2010) by Destination Analysts is a beautiful 4 page pdf full of stats about the mindset, travel plans, favorite activities and more for the leisure traveller

They devote an entire page to some interesting online marketing stats.  Here is an overview of some of teh most relevant.

  • 42.9% used user-generated content.
    • 27% used hotel reviews
    • 21.4% used destination reviews
    • 19.8% used restaurant or activity reviews
  • 26.2% used social media for travel planning.
    • 8.2% became a fan of a city or destination
    • 7.8% used social photo sharing website
  • 28% used a mobile phone/PDA to access travel info
  • 15% used a travel-related e-mail newsletter
  • 31.2% used a DMO website
  • 16.6% used online video

Here is a screen on respondents answers to the question “Which of the following did you specifically do using your mobile device” (select all that apply, asked only of those using mobile phones/PDA to access travel information)