The Influence of Social Media on Holiday Booking

Claims that social media play an increasingly important role in holiday planning and booking are often supported by statistics about the number of people using these media.

Every week we hear about the number of page views on Facebook, the number of Tweets on Twitter and the number of holiday reviews on TripAdvisor. But what is the influence of Social Media upon people’s holiday planning and booking behaviour?

In this original research commissioned with YouGov for Conrad Advertising we found relatively low levels of influence from these new media, with one big exception; holiday reviews posted on sites like TripAdvisor.

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