Social media is causing “fundamental change in how people search, shop for, and purchase travel.” This is according to a new study published today by travel industry analysts PhoCusWright.
The study scrutinizes the way shopping for travel has evolved in recent years (with the emergence of social media) from a personal venture to a communal one.
Data published in the study suggests that two out of three travelers now city travel reviews as influential when it comes to planning leisure trips. The study concludes that once passive consumers are now turning to their peers to seek and share travel advice like never before.
The findings underline the importance for travel companies to commit to social media and use leverage to sway opinions and engage consumers on a personal level.