Text100's Travel & Tourism Global Study Reveals 87 Percent of Travelers Under
the Age of 34 Use Facebook to Choose Their Destination
Study reveals that consumers increasingly rely on social media, mobile and
travel bloggers; travel industry must cultivate trust and social connections
amidst industry shift
NEW YORK, Nov. 28, 2012
NEW YORK, Nov. 28, 2012 /PRNewswire/ -- The global Text100 Digital Index:
Travel & Tourism study, commissioned by Text100 Global Communications,
examines the increasing importance of social media and mobile technology,
globally and regionally, during the four major stages of a consumer's travel
decision-cycle: inspiration, decision, purchase and experience. According to
the study results, social media plays the largest role in the first and last
phases, inspiration and experience. This correlates to the finding that 63
percent of survey respondents consider recommendations by friends and family
the number one factor to inspire travel, and social channels make sharing
among friends and family easy.
oOf people surveyed under the age of 34, 87 percent use Facebook for travel
oMore than half surveyed also use Twitter, Pinterest and other social media
platforms for inspiration
oIn the experience stage, 68 percent use their mobile devices to stay in
touch with friends and family while on vacation – more than taking photos
(43 percent) or checking the news (20 percent)
The study, conducted by market research firm Redshift Research, surveyed 4,600
consumers in 13 countries. Text100 commissioned the survey to examine how
digital technologies have contributed to fundamental changes in each of the
decision-making stages, and how the travel industry and communicators might
adopt new service strategies to meet these changes.
"Consumers are making travel decisions by simultaneously assessing information
from an unprecedented variety of channels both digital and non-digital," said
Aedhmar Hynes, Text100 Global CEO. "Travel operators and communications
professionals alike must increasingly integrate their efforts across platforms
in a manner that complements how consumers are already seeking inspiration,
deciding on, purchasing and experiencing their travels," said Hynes.
Free Wi-Fi Access Results in Greater Engagement While Traveling
Of all consumers surveyed, 88 percent take a mobile device capable of
receiving Wi-Fi or 3G on vacation. While many consumers already share content
during the experience stage (52 percent post photos and videos during their
travels, while 25 percent write reviews), a significant 49 percent of
respondents said they would involve themselves more on social media if they
had access to free Wi-Fi.
Travel Preferences Vary by Region
The study's findings vary widely according to region:
oIn Asia-Pacific, more than 70 percent of travelers have used social media
to inspire their holidays and base their eventual choices on friends'
recommendations (52 percent) and convenience (42 percent), higher than
oAsia-Pacific travelers are also the most likely of any region to purchase
tickets through online links or advertisements, yet also prefer to book
through traditional travel agents more than travelers in the United States
oIn the United States, 58 percent of respondents under the age of 34 use
social media to inspire destination decisions, while 37 percent of
respondents consider travel blogger reviews first when making travel
oMost US respondents value relaxation (57 percent) and fun (46 percent)
more than other regions when choosing a destination, yet 43 percent of US
respondents also take a laptop with them (compared to the global average
of 34 percent).
Europe and Africa:
oWhen it comes to purchasing tickets for attractions or activities,
European and African travelers are more likely than any others to buy on
arrival at the venue (43 percent), and the least likely to use online
travel sites (23 percent).
oIn Europe, 33 percent of travelers rely on online travel blog reviews to
make initial decisions about travel destinations.
"The Digital Index: Travel & Tourism study suggests there is no
'one-size-fits-all' approach to engaging travelers in all areas worldwide,"
said Hynes. "Today's vacationer bases their decisions on far more digital,
mobile and physical touch-points than ever before; therefore, companies need
to be consistent in communicating their core values via authentic audience
"If the Travel and Tourism industry can use market-specific insights to engage
with customers and build communities around these core values, it will be
well-placed to deliver significant growth to businesses and entire economies
the world over."
To download a copy of the study please click here.
To download infographics that support the study, please click here.
Tweet the news:
oFriends, family most influential in travel decisions per @text100 Digital
Index: Travel & Tourism Study http://bit.ly/UFAzO5 #travelindex
oTravel study via @text100 breaks down key points of influence for vacation
decisions: http://bit.ly/UFAzO5 #travelindex
o87% of travelers under 34 use Facebook for travel inspiration says
@text100 Travel Study http://bit.ly/UFAzO5 #travelindex
o43% of people read travel blogs to determine vacation activities per
@text100 Travel Study http://bit.ly/UFAzO5 #travelindex
o49% of travelers would share more vacation experiences on social w/free
Wi-Fi @text100 Travel Study http://bit.ly/UFAzO5 #travelindex
About the Text100 Digital Index: Travel and Tourism
The Text100 Digital Index: Travel and Tourism study was conducted by Redshift
Research in October 2012 and consists of 4600 online interviews spanning 13
countries. All respondents had travelled for leisure purposes in the last 12
months, or intended to do so in the next 12 months. Responses were balanced
across regional, age and gender demographics. This study is part of Text100's
Digital Index series, which aims to deliver insights specific to a range of
industries experiencing rapid change as a result of digital technology
We are the I.D.E.A. agency. We help our clients understand what matters to
their audiences and create integrated stories to participate in conversations
that inspire action. As a global communications consultancy, we use our
I.D.E.A. consulting process to develop audience-focused campaigns that are
insightful, creative, impactful and focus on digital environments as well as
traditional media and influencers. We have a global staff of more than 500 and
a direct presence in 30 cities worldwide. We work with many of the world's
elite brands and industry pioneers in technology, telco, healthcare, travel
and tourism, automotive and energy all of whom engage Text100 to think
differently and to be innovative in today's fast moving communications world.
Our client roster includes IBM, Skype, Cisco, MTV, Vodafone, PayPal, British
Airways, Lenovo, and SanDisk. Our Text Factor makes us different and has been
praised around the world. We have been recognized as the leading Digital
Consultancy in APAC, the Best Midsize Agency to Work For in the US, and one of
the UK's Best Small Companies. For more information about Text100, please
Contact: United States: Lauren Ianuzi, +1-212-871-3951,
email@example.com, or Europe: Ines Bieger, + 49 89 998370-35,
Ines.Bieger@text100.de, or Asia Pacific: Claire Plasto, + 61 (0) 434 954 785,
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