Social media moves from inspiration to driver of bookings

Social media is now moving beyond aspiration and becoming a force in driving travel bookings, according to a new study.

The F Is for Funnel: Social Media and the Path to Travel Purchase report from Phocuswright reveals how travellers are increasingly turning to social platforms to inspire them, but also as an incentive to plan and book.

The data shows that 65% of travellers who used social media for trip planning made a purchase or visit decision based on content they came across while scrolling.

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This influence spans demographics, with younger travellers, frequent travellers and those embarking on international trips being particularly susceptible to social media's sway.

The study was conducted via an online survey of 1,064 travellers who had taken at least one leisure trip in the past six months and used social media for trip planning or sharing content.

Among the key findings were:

• Nearly two-thirds of travellers under the age of 55 who used social media for trip planning converted, making a purchase or visiting a destination based on social media content, along with 53% of those over 55
• Social media is used for active trip planning, with 39% of converters using social media to compare specific options and prices
• Images (55%) and short-form video (53%) are the two format types most likely to produce a conversion
• Travellers crave genuine content that showcases real experiences, both positive and negative
• User-generated content (UGC) is seen as particularly trustworthy, with an added layer of credibility embedded in content that's self-posted without any financial stake
• Travellers use a variety of social media platforms for trip planning, with Facebook (69%), Instagram (68%) and YouTube (65%) leading the pack, and TikTok (47%) gaining popularity among converters

"The study's findings highlight a massive opportunity to use social media as a marketing channel," said Madeline List, Phocuswright analyst and report author.

"Travellers – and not just the young – are actively seeking out information and making decisions based on social media content.

"To remain competitive, travel companies should create a strategic social presence of interest-based content, candid collaborations, authentic UGC, smart targeting and an emphasis on priorities over avoidance."

For more information, visit www.phoscuswright.com

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