TRAVEL IS A HIGHLY SOCIAL TOPIC
10% of users share content
related to trips and
vacations to their social
On average, each share of
travel content generates
18 click-backs; 40% more
than other types of shares.
Those who are in the process of
planning a trip* are even more likely to
share and engage with travel content:
Amount of users in
the planning phase
who share travel
of times a travel
planner will click
on travel shares
* i.e. who are actively searching and browsing through content containing vacation ideas, airfare and
lodging accommodations, or travel tips
THE TRAVEL LANDSCAPE
# of sharers
# of sharers
People are actually quite social about trip
logistics. Deals, airfare, and lodging are the most
International travel drives social activity in the
US, led by the UK, Australia, and New Zealand:
Traveling with Kids
Bed & Breakfast
Australia & New Zealand
Mexico & Central America
Sharing about travel generally takes
place on Facebook and Twitter.
When browsing and researching travel content,
users tend to stick with their desktops.
Travel sharers are also active bloggers, using
channels like Blogger or Tumblr twice as often.
However, when researching and planning their trips,
users most often engage with (click back on) content
shared through Pinterest, Blogger, and email.
Smartphone Tablet Desktop
When sharing, however, they favor mobile
devices, smartphones in particular.
Travel sharing is subject to seasonal spikes, but ultimately ramps up throughout
the year and peaking just before the holidays.
Jan Feb Apr May Jul Aug Oct Dec
Millennials are more inclined to share about their travels – 35% of total travel sharing came from users aged
18-35, compared to only 22% of general sharing.
18-25 26-35 36-45 46-55 56-65 65+
While browsing travel content tends to be taken on
by men and women equally, sharing is
overwhelmingly driven by women.
Asian and Hispanic audiences are the most
actively engaged with travel content.
ENGAGEMENT WITH TRAVEL vs. OTHER CONTENT:
Travelers share and socialize earlier in the day, but leave planning and research
to the evenings:
Travel Planners (search, click) Travel Sharers
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00 0:00
Travel sharing is most active in coastal states and metropolitan DMAs:
TRAVEL-RELATED SHARING ACTIVITY
(indexed vs. general sharing)
New York +62%
New Jersey +51%
New York, NY
San Francisco, CA
Los Angeles, CA
San Jose, CA
TAKEAWAYS & RECOMMENDATIONS
TRAVELERS ARE A VALUABLE SEGMENT
Travelers are active, engaged, and influential
sharers, especially when in the process of
planning a trip. Regardless of your objective,
identify and activate this audience to amplify
DIVERSIFY YOUR CHANNELS
Facebook is the main forum for travel, but
users engage with Pinterest and Blogger more
actively when in the planning phase. Spread
out your media strategies accordingly to
reach users at the height of engagement.
KNOW YOUR AUDIENCE
Millennials, women, Hispanics, and Asians are
the most social travel sharers. Align with such
demographics when looking to activate the
valuable travel audience.
CONTENT ALIGNMENT IS KEY
Certain topics, like budget and international
travel, drive more social buzz than others. Align
your media delivery with such content to
unlock additional value from travel sharers.