Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept and close



"Social media has profoundly changed how people research and plan trips and how they share travel experiences. It is used at various points during the travel lifecycle, but the extent to which it is used is shaped by different factors."

- Jessica Kelly, Senior Tourism Analyst

This report looks at the following areas:

  • How many people use social media around the world?
  • How is social media used by travellers throughout the travel lifecycle?
  • What are the leading global social-media platforms?
  • How are tourism organisations using social media?
  • Who are some of the most successful tourism brands on social media?

What's included

What's included

Table of contents

Table of contents

  1. Introduction

    • Data Sources

      • Overview

        • History of social media
          • Drivers of social-media adoption
            • Internet connectivity
              • Figure 1: Internet users per 100 people, 2000-14
            • Mobile devices are key tools in consumers’ lives
                • 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
                • Figure 5: Devices used to make travel purchases, by selected country, 2015
            • Social-Media Adoption

              • Global and regional trends
                • Figure 6: Social-media usage, by world region, 2016
              • Generation trends
                • Millennials
                  • Baby Boomers
                    • Generation X
                      • Mobile social-media adoption
                          • Figure 7: Weekly visits to social networks in selected markets, by device, 2015
                        • Global social-media platforms
                          • Figure 8: Monthly active users on global social platforms, January 2016
                        • Facebook
                          • WhatsApp
                            • QQ, Qzone
                              • WeChat
                                • Tumblr
                                  • Instagram
                                    • Twitter
                                      • Snapchat
                                        • Pinterest
                                          • LinkedIn
                                            • Other social platforms
                                            • Social-Media Adoption in Tourism

                                                • Inspiration
                                                  • Researching a trip
                                                      • Figure 9: Online research sources used by UK consumers to research a holiday, March 2015
                                                      • Figure 10: Online sources used by US Leisure travellers when travel planning, 2014
                                                    • The importance of collective intelligence
                                                      • Booking travel
                                                        • 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

                                                            • 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
                                                                            • 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?

                                                                                                    About the report

                                                                                                    This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                    • The Consumer

                                                                                                      What They Want. Why They Want It.

                                                                                                    • The Competitors

                                                                                                      Who’s Winning. How To Stay Ahead.

                                                                                                    • The Market

                                                                                                      Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                    • The Innovations

                                                                                                      New Ideas. New Products. New Potential.

                                                                                                    • The Opportunities

                                                                                                      Where The White Space Is. How To Make It Yours.

                                                                                                    • The Trends

                                                                                                      What’s Shaping Demand – Today And Tomorrow.

                                                                                                    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                                                    Trusted by companies. Big and small.

                                                                                                    • bell
                                                                                                    • boots
                                                                                                    • google
                                                                                                    • samsung
                                                                                                    • allianz
                                                                                                    • kelloggs
                                                                                                    • walgreens
                                                                                                    • redbull
                                                                                                    • unilever
                                                                                                    • Harvard
                                                                                                    • pinterest
                                                                                                    • new-york-time