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: Report
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Along with the rise of social and smartphones, messaging apps have become a favorite way for travelers to communicate. Tech advancements in messaging and voice are harnessing artificial intelligence to make travel planning easier and more personalized. This report examines how U.S. online travelers use social media, chat apps and voice-powered tools and services to facilitate their travel planning, shopping, booking and sharing.Analysts: Mark Blutstein, Douglas QuinbyTopics: Mobile, Technology InnovationRegion: U.S. & CanadaResearch Type: Report
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: Report
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: Report
Social DMOs: The State of Social Media and Destination Marketing analyzes social media practices and perspectives among destination marketing organizations. The report also provides benchmarks for DMOs to evaluate their use of social media, tracks which social networks DMOs use and value, and offers insight into key goals, challenges, tools and techniques related to social media.Analysts: Cathy Walsh, John DiStefano, Bing Liu, Chetan Kapoor, Deepak Jain, Douglas QuinbyTopic: Social & SearchRegion: U.S. & CanadaResearch Type: Report
On the surface, year-to-year changes in the percent of revenue booked through traditional hospitality distribution channels appear to be stable. This belies seismic changes occurring among the major players in distribution – chains, online travel agencies, metasearch sites, travel agencies, travel management companies, search engines, tour operators. social media sites and new distribution related startups. We need an alternate way to view the hospitality distribution system.Analyst: Bill CarrollTopic: Technology InnovationSegment: Hotels & LodgingResearch Type: Report
Web 2.0 produced the promise of unparalleled consumer engagement through interactive communication, user-generated content and the mobilization of an army of independent brand evangelists. More than a decade later, virtual communities created through social media have become an important dimension of individual personas and commercial branding.Analyst: Robert ColeTopics: Social & Search, Technology InnovationResearch Type: Report
Download the presentation deck and audio recording of the June 2, 2016 webinar - sponsored by Olapic Inc. - to explore how social media shapes the vacation-planning process and travel-related UGC, including advertising on social platforms and what aspects of their trip travelers reviewAnalysts: Marcello Gasdia, Mark Blutstein, Cathy WalshTopics: Consumer Trends, Technology InnovationSegments: Air, Car Rental & Ground Transportation, Hotels & Lodging, Online Travel AgenciesRegion: U.S. & CanadaResearch Type: Report
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
Today’s road warriors are travel’s most coveted bunch. They account for a small slice of the business traveler population but an outsized share of trips, and their impact and influence on the industry far outweighs that of the rest of the traveling population. This report takes an in-depth look at the frequent business traveler: who they are, how and what they book, and what they expect from the business travel experience.Analysts: Bing Liu, Douglas Quinby, Norm RoseTopic: Business TravelSegment: Car Rental & Ground TransportationRegion: U.S. & CanadaResearch Type: Report