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Madeline List, Manager of Research and Special Projects at Phocuswright, presented key findings from the firm's latest consumer research study, "Scroll, Heart, Fly: Social Media's Impact on Travel 2024." The research delves into how social media influences travel decisions, the nuances of conversion, and the challenges marketers face in measuring its true impact.
List highlighted the growing prevalence of social media usage in travel planning, with 57% of US leisure travelers utilizing platforms like Facebook, Instagram, and YouTube for inspiration, research, and sharing. She emphasized the importance of understanding the "mindful, intentional consumers" who plan trips over extended periods, differentiating travel from more impulsive industries like fashion and beauty. List added: "Travel decisions are made with such a long conversion window, there's so much room for people to get lost remembering where they originally got inspiration from as they plan trips over a span of months, sometimes even years."
The research revealed that 62% of travelers who planned trips on social media made purchase or visitation decisions based on content they viewed. Food and beverage, cruises, accommodations, and destination selection were among the top categories influenced by social media. Notably, 72% of those who converted attributed their decisions to content from creators, influencers, or bloggers.
List emphasized the importance of credibility and community building on social media, stating that "portraying things honestly and building real social relationships among followers is going to precede any kind of sale that happens."
The research also uncovered challenges in measuring the true impact of social media on travel decisions. List noted that many conversions are "categorical," meaning travelers choose a type of experience rather than a specific brand. Additionally, click-through rates provide a limited view of influence, as travelers often turn to search engines and review sites for further research.
List cautioned against conflating likes and shares with actual influence, urging marketers to focus on depicting accessible experiences and providing valuable information to support trip planning. She also highlighted the need to cater to the "mid-tier" traveler, who may feel underrepresented amidst an abundance of luxury and budget travel content.
Key Takeaways:
- Social media plays a significant role in influencing travel decisions, particularly for younger generations and those seeking inspiration and recommendations.
- Credibility, community building, and authentic content are crucial for driving conversions on social media.
- Measuring the true impact of social media requires a nuanced approach that goes beyond click-through rates and considers categorical conversions.
- Marketers should focus on providing valuable information, depicting accessible experiences, and catering to the needs of the mid-tier traveler.
- Social media should be viewed as one component of a broader digital strategy, not the sole driver of conversions.
