More than just inspiration

A new study by Phocuswrigh has revealed social media has evolved beyond a mere source of travel inspiration

Oct 1, 2024

The report, titled « F Is for Funnel: Social Media and the Path to Travel Purchase, » highlights the growing trend of travelers using social media platforms to not only get inspiration for future trips, but also to plan and book them.

Key takeaways

• The study found that 65% of travelers who used social media during the travel planning process made a purchase or travel decision based on the content they found;
• This influence cuts across demographics, with younger travelers, frequent travelers and those planning international trips being particularly influenced by social media;
• Nearly three out of four international travelers made a decision about a recent trip based on content they saw on social platforms.

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