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BizReport : Social Marketing : August 15, 2011

'Photo envy' prompts Facebook users to book vacations

Wish you were there? Almost 1 in 5 Brits have been prompted to book an identical trip to that of a friend after seeing photos of their vacation on Facebook, according to new research from Teletext Holidays.

by Helen Leggatt

logo-teletext.pngPictures of friends lounging on beaches or bungee jumping into gorges stir the desire to travel in many Facebook users. So tempting are the images that, of the 3,000 British travelers surveyed by Teletext Holidays, almost 20% went on to book an identical vacation.

"Photo envy" prompted 10% of respondents to book a vacation despite having previously had no plans to do so.

"It's not surprising that holiday envy is on the rise. Social networking sites make it easier than ever to gloat about where you've been or where you are going," said Mark Bloxham, marketing director, Teletext Holidays.

"New technology means that the minute you've booked a holiday you can immediately share that information with friends - who can then go on to book exactly the same trip."

Word-of-mouth has long been a primary source of holiday inspiration and the ability to post images of a destination, accommodation and even the local eateries, adds to the power and depth of that recommendation.

The top three envy-inducing destinations among Brits are Australia, the Caribbean and the Bahamas although the Maldives, USA, Mauritius, Seychelles and Canada will also turn many Facebook friends a little green.

Tags: Facebook, social media, social network, word-of-mouth marketing

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