From Sharing to Booking Exploring the Impact of Social Media and UGC on Vacation Planning
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Phocuswright’s director, consumer research, Marcello Gasdia and Olapic’s account executive, travel, hospitality, & tourism, Adam Gerstel, explore how social media shapes the vacation-planning process and travel-related UGC, including advertising on social platforms and what aspects of their trip travelers review. Moderated by Tony D’Astolfo, Phocuswright’s managing director, this 35-minute presentation includes a Q&A segment.
Topics include:
- Key shifts in social channels travelers are using to share their experience
- An analysis of social network popularity and the preferred networks for following travel brands
- A breakdown of travel reviews, including where travelers read them, where they post, what they post and why
- The rise of messaging and implications for the industry
- An overview of the most influential online features for vacation planners