Phocuswright’s recent research report Social Media Usage Approach in Travel cuts past the mores of social marketing and behavior built for other sectors and delves specifically into the way the platforms are used for travel. It explores the platforms being used for specific components of the trip and how travelers think about which account types and platforms offer the best information.
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It also explores social media behaviors in travel - what travelers are looking for when they follow branded accounts, "like" content, post their own experiences, or even give formal tags and mentions to travel brands. Through a better understanding of
demographics that embrace social media and the psychology of why people engage with the medium, brands can better position themselves and improve the effectiveness of their social marketing.
Below are the platforms used for trip planning,
the topics researched, account types consulted and more: