From destination photos and videos to friends' trip posts and descriptions, social media platforms represent a powerful tool that can influence travelers throughout the trip life cycle. Based on research that examines travelers' tech attitudes and behaviors in seven global markets, this report sheds light on how social media impacts trip-planning, decision-making and more.

Analyst: Madeline ListTopic: Social & SearchRegions: Asia Pacific, Europe, U.S. & CanadaResearch Type: Report

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This special collection of individual reports – curated by our team of analysts – represents Phocuswright’s most essential research, data and analysis on the hotel, lodging and private accommodation segments. For those seeking a better understanding of this key travel sector, we recommend this content as a great place to start.

Analyst: Phocuswright AnalystsTopics: Market Overview & Sizing, Consumer Trends, Social & SearchSegment: Hotels & LodgingRegion: U.S. & CanadaResearch Type: Collection

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Virtually everyone on the planet who has used the internet recognizes the three leading search engines, Google, Yahoo and Bing. Along with the big 3, there are several others, such as the Chinese search engine Baidu and DuckDuckGo, which does not track and record users’ actions. Despite these advances, we have just begun to unlock the potential of search.

Analyst: Bob OffuttTopics: Social & Search, Technology InnovationResearch Type: Article

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With mobile ownership still on the rise in Europe, European travelers continue to evolve in terms of how they use mobile devices – particularly smartphones – before, during and after their trips. And as technology advances in terms of the travel-related functionality available to consumers at home and on-the-go, European travelers are embracing a range of websites, apps and services to facilitate their trip planning, purchasing and sharing. This special collection of reports explores how technology is impacting European travelers’ attitudes and behavior.

Analysts: Mark Blutstein, David Juman, Cathy Walsh, Brandie Wright, Claudia UngerTopics: Consumer Trends, Mobile, Social & Search, Technology InnovationRegion: EuropeResearch Type: Report

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Social media provides a 360-degree platform for the entire trip life cycle – from providing trip inspiration and deals during the dreaming phase to sharing travel experiences post-trip. But as technology progresses and travelers expect more visual allure on their social feeds, travel marketers must up the ante to break through the social clutter. This Spotlight highlights the social networks that are most popular with French, German and British travelers, and examines the impact of social on travel planning, shopping and sharing.

Analysts: Brandie Wright, Mark BlutsteinTopic: Social & SearchRegion: EuropeResearch Type: Article

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While social media has long had an impact on travel sharing and decision-making, the landscape has changed dramatically. Travelers (especially younger ones) now show a strong preference for sharing their travel experiences visually – through photos and video. This spotlight explores the impact of social networks on travel, including which sites are most used by travelers, how travelers share their experiences, and the impact of social media on travel decisions.

Analysts: Brandie Wright, Mark Blutstein, David JumanTopics: Technology Innovation, Social & SearchRegion: U.S. & CanadaResearch Type: Article

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Mobile and millennials have helped make metasearch one of the most popular choices for travel planning. They’ve also inspired shifts in the metasearch model itself. This spotlight provides a snapshot of the role of metasearch in the U.S. travel market, including the overall popularity of metasearch in travel planning, top metasearch brands, and the use of metasearch sites for travel booking.

Analysts: Cathy Walsh, Mark Blutstein, Douglas QuinbyTopics: Social & Search, Technology InnovationSegment: Hotels & LodgingRegion: U.S. & CanadaResearch Type: Article

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DMO Clickstream presents website performance analysis of the destination marketing organizations (DMOs) of the 10 most-visited countries by U.S. travelers. Phocuswright selected the countries by the number of inbound U.S. travelers in 2016.

Analysts: Coney Dongre, Douglas QuinbyTopics: Consumer Trends, Mobile, Social & SearchSegment: Online Travel AgenciesResearch Type: Article

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Young people have long been early adopters of new technologies, and nowhere are the tastes and preferences of youth felt more strongly than in the realm of social media. With older millennials now in their mid-thirties, it is no surprise that social media habits differ even between older and younger millennials. The social media usage of today’s youngest adults is often more savvy and nuanced than that of their predecessors. This article examines the social habits of teens and young millennials (i.e., the Snapchat generation), and what they mean for the future of social media in travel.

Analyst: Cathy WalshTopic: Social & SearchResearch Type: Article

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Mobile messaging has grown rapidly over the past few years, and voice-activated assistants like Amazon’s Alexa are going mainstream. European consumers are definitely using these technologies, but what does it mean for travel? This Spotlight explores the extent to which European travelers are willing to shift to messaging and voice to facilitate their travel planning, shopping and experiences.

Analysts: Cathy Walsh, Mark BlutsteinTopics: Mobile, Social & SearchRegion: EuropeResearch Type: Article

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