Table of Contents
Data Sources
Overview
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- History of social media
- Drivers of social-media adoption
- Internet connectivity
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- Figure 1: Internet users per 100 people, 2000-14
- Mobile devices are key tools in consumers’ lives
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- Figure 2: Device penetration in selected markets, 2015
- Figure 3: Mobile-phone handsets, by volume, 2009-19
- Figure 4: Tablet & eReaders, by volume, 2009-18
- Mobile devices used in travel planning and booking
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- Figure 5: Devices used to make travel purchases, by selected country, 2015
Social-Media Adoption
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- Global and regional trends
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- Figure 6: Social-media usage, by world region, 2016
- Generation trends
- Millennials
- Baby Boomers
- Generation X
- Mobile social-media adoption
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- Figure 7: Weekly visits to social networks in selected markets, by device, 2015
- Global social-media platforms
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- Figure 8: Monthly active users on global social platforms, January 2016
- QQ, Qzone
- Tumblr
- Snapchat
- Other social platforms
Social-Media Adoption in Tourism
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- Inspiration
- Researching a trip
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- Figure 9: Online research sources used by UK consumers to research a holiday, March 2015
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- Figure 10: Online sources used by US Leisure travellers when travel planning, 2014
- The importance of collective intelligence
- Booking travel
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- Figure 11: Global top 10 most important factors when booking accommodation, 2015
- Booking travel on smartphones
- Trip experiences and sharing
Social-Media Strategies in Tourism
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- Engaging with travellers on leading social-media platforms
- Managing online reputation
- Content strategy
- Social media for customer service and support
- Social-media marketing
- Reaching international audiences
- Social media as a booking channel
- Successful social-media strategies
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- Figure 12: Leading travel & tourism brands on social-media platforms, February 2016
- Airlines
- Qatar Airways
- KLM Royal Dutch Airlines
- Turkish Airlines
- Booking agents
- Expedia
- Airbnb
- Hotel accommodation
- Marriott International
- Four Seasons Hotels and Resorts
- DMOs
- Tourism Australia
- VisitBritain has built success with social media
What Next?
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