This document discusses how travelers use social media throughout their travel lifecycle, including for discovery and planning, while on vacation, and after their vacation. It notes that a large percentage of travelers use smartphones and social media at each stage, from researching travel options to posting photos and reviews. The document recommends that businesses respond by encouraging customers to share content, engage with travelers on social media, monitor reviews, and continue engaging with customers even after their vacation.

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How Travellers use Social Media &
How Businesses Need to Respond

2. 2Business Card Draw
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Business Card draw

5. 5The Traveler Life Cycle
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1. Decision & Planning
2. On Vacation
3. Post Vacation
The Traveler Life Cycle

6. 6Discovery & Planning
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1. Discovery & Planning
20% of travellers have used mobile apps to find flights
30% have used mobile apps to find hotels
15% have downloaded mobile apps specific to
upcoming vacations

7. 7Discovery & Planning
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1. Discovery & Planning
Only 48% stuck to their original travel plans after seeing
negative social media feedback
- 33% Changed their hotel
- 10% switched resorts
-10% changed agent/operator/website
- 7% Holidayed in a different country
- 5% Switched Airlines

8. 8Discovery & Planning
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1. Discovery & Planning
ROI of Social Media
What are the triggers?
Provide information and downloads
Have a simple to navigate website

9. 9On Vacation
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2. On Vacation
85% of leisure travellers use their smartphone
while abroad.
72% post vacation photos on a social networks
while still on vacation.
46% Check into a location
(eg Facebook, FourSquare) while on vacation
70% update their Facebook status on vacation

10. 10On Vacation
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2. On Vacation
Top 5 uses for smartphones while traveling:
1. Take photos
2. Use map features
3. Search restaurants
4. Search activities and attractions
5. Check in prior to flight

11. 11On Vacation
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2. On Vacation
Encourage customers to share the images with you
Ask them to connect with you for deals and offers
Create a mobile application for tourists
Create engaging social conversations with the traveler.
Write content for your travellers friends not for the traveller

12. 12Post Vacation
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3. Post Vacation
Post-vacation, 46% of travellers post hotel review
40% post activity/attraction reviews
40% post restaurant reviews
76% post vacation photos to
social network
55% ‘liked’ Facebook pages specific to
a vacation

13. 13Post Vacation
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4. Post Vacation
69 million monthly visitors
60 million travel reviews and opinions
world wide
90% of topics in Trip Advisor forum are
replied to within 24 hours.

14. 14Discovery & Planning
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1. Discovery & Planning
Only 48% stuck to their original travel plans after seeing
negative social media feedback
- 33% Changed their hotel
- 10% switched resorts
-10% changed agent/operator/website
- 7% Holidayed in a different country
- 5% Switched Airlines

15. 15Post Vacation
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3. Post Vacation
Monitor for reviews and negative comments
Don’t forget to focus on the positive!
Send a thank you email
Ask to see some photos in return
Send a survey
Continue to engage with traveler

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Thank You