Social media has become flooded with photos of travel, but is that enough to convince people to travel? According to a new study, social media is one of the most influential factors in getting people to travel.
Millennials especially are looking to social media not just for travel inspiration, but also to decide where to go. In fact, more millennials indicated social media as an influencing factor than travel agents — which likely doesn’t come as a surprise to most people.
The study, conducted by the Blitz Agency, found that 16 percent of millennial travelers use word of mouth as their determining factor in travel, while 15 percent used Facebook, and 13 percent use Instagram as the number one factor for choosing their travel location. Among non-millennials, word of mouth was the top determining factor, at 20 percent, but social media factors decreased — at 13 percent for Facebook and 9 percent for Instagram.
According to the study, “84% of millennials and 73% of non-millennials are likely or very likely to plan a trip based on someone else’s vacation photos or social media updates.”
Fifty-nine percent of non-millennials and 70 percent of millennials also follow travel brands like Uber and airbnb on social media.
We want to know — How do you determine your travel? Are you more likely to choose a destination or the brands you will use based on social media or word of mouth, or some other source?