Third of Brits use social media for holiday advice
A third of British holidaymakers change their beach holiday plans after consulting online social media sites, new research shows.
The World Travel Market poll revealed that one in three UK travellers used sites such as TripAdvisor, Facebook, YouTube or Twitter to decide on their summer break destination.
Asked how much social media on summer holiday choice, 36 per cent said they used such sites to decide on where to go. TripAdvisor was the most popular, with two-in-three consulting the site.
The survey also showed that more than a third of holidaymakers who use social media change their holiday choices after consulting any of the sites.
World Travel Market Chairman Fiona Jeffery said, ‘What is clear is the general perception of a travel company or holiday resort on social media does impact on potential bookings, so companies within the travel industry need to make sure they are fairly represented on social media sites.’
A nationally-representative sample of one thousand UK holidaymakers was consulted in the poll. Perhaps not surprising, the survey showed that 25-34 year-olds are most like to use social media to guide their holiday choices.
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