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BizReport : Social Marketing : August 23, 2012

Family, friends provide more vacation inspiration than social media

Family members and friends provide more inspiration for those selecting a holiday destination than social media, according to a new survey in the UK for Directline Holidays.

by Helen Leggatt

litia sini.jpgThe survey of 500 British travelers was conducted by OnePoll in June of this year. It asked "Who normally influences you the most when choosing the destination for your main holiday abroad?", reports

The results reveal that social media plays but a very small role in inspiring holiday destinations.

Instead, family members were the most influential, cited by 30% of respondents, followed by friends (12%).

Even traditional media such as newspapers, magazines and television (13%) and work colleagues (7%) were deemed more influential than social media, which less than 1% said influenced their holiday choice.

However, you have to wonder just how much of a role social media really plays in the scheme of things, such as comments, reviews and photos from friends, family and work colleagues on social media sites such as Facebook.

"While only a small percentage admit to being swayed by social media, it may be that some of our respondents have been unconsciously influenced when making a decision about what product to purchase," said Directline CEO Maria Whiteman.

A survey of 3,000 British travelers conducted last year by Teletext Holidays found that 1 in 5 Brits were influenced to book an identical trip to that of a friend or family member after seeing photos of their vacation on Facebook.

This "photo envy" prompted 10% of respondents to book a trip despite having previously had no plans to do so.

Tags: family, holiday planning, social media, survey, UK, vacation planning, word of mouth

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