Travel marketers cite Facebook as the most effective platform

Travel marketers are increasingly harnessing the power of social media thanks to the depth of information on users that those platforms can provide.

by Helen Leggatt

${d0d2b47c-0521-4b1e-9ae8-36a8f477bf7e}_TVL_18APR17_Data_in_Travel_Report_Cover_Image.jpg$ EyeforTravel surveyed more than 450 travel professionals and found that more than three-quarters (78.2%) use social media in their campaigns. Just over half (50.8%) said they used social media to drive insight.

Almost two-thirds (61.1%) said Facebook was their preferred platform, followed by Instagram (15.8%), Twitter (10.3%) and YouTube (6.2%).

"Facebook has numerous advantages above its rivals, but the largest of these is the depth of information it has on its users," said Alex Hadwick, head of research at EyeforTravel.

"Potentially Facebook has the majority of a Millennial or Generation Z's life recorded in detail, from their interests and preferences, to the places they have travelled to. This gives them enormous power that has been multiplied by the clever acquisitions of Instagram and WhatsApp. In my opinion these acquisitions also help to future-proof Facebook from potential downturns in usage of its original platform."