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Travel and tourism has always relied on the power of word of mouth to market to travellers, due to the intangible and experiential nature of the product. For much of the 21st century, friends and family provided the main tools for inspiration, planning and organising travel alongside tourism guides and magazines and travel agencies. However, since the turn of the century, the emergence of the Web and later more sophisticated Web 2.0 digital technologies has transformed the end-to-end travel process.

Social media, defined in this report as ‘websites and applications that enable users to create and share content or to participate in social networking’, provides travellers with a gateway to the opinions and recommendations of millions of people, including friends within their social network and like-minded travellers. Social media and travel gel together because of the experiential nature of travel, which is a social activity in itself. Travel requires information, and travellers have a strong desire to share information about their experience.

What's included

What's included

Table of contents

Table of contents

  1. Introduction

      • Definition
      • Data Sources

        • Market Background

          • Digital connectivity
            • World Internet comparisons
              • Figure 1: Internet users in the world and regions, 2000-11
            • Americas
              • Asia Pacific
                • Figure 2: Internet users in selected countries of the Asia-Pacific region, 2010-11
              • Europe
                • Figure 3: Top 10 European countries: Internet access and broadband Internet connections in households, 2010 and 2012
              • Mobile Internet access a game-changer
                • Figure 4: Europeans who used the Internet away from home or work, by age group & type of mobile device, 2012
              • Social-media adoption
                • Other leading social networks
                  • A mainstream online tool for consumers
                    • Figure 5: European use of the Internet for communication, entertainment and other selected activities, EU-27, 2012
                  • Driven by mobile
                    • Figure 6: Activities for which Americans use mobile phones, 2011
                • Social Media – Impact on the Tourist

                    • The power of word of mouth
                      • Figure 7: Main reason consumers choose travel location and activities undertaken, 2012
                    • The Internet plays fundamental role in tourism
                        • Figure 8: Information resources used by world travellers vs most trustworthy sources, to plan last trip, 2012-13
                      • Social-media usage by region
                        • Asia Pacific
                            • Figure 9: Travel planning resources used by travellers from selected countries in Asia and the Pacific Rim, 2012-13
                          • Europe and the Americas
                              • Figure 10: Travel planning resources used by travellers from selected countries in the Americas and Europe, 2012-13
                            • Embracing social channels by travel stage
                              • Travel planning and research
                                • Booking travel
                                  • On the trip
                                      • Figure 11: Global mobile devices – top reasons for use when on a trip, 2012
                                    • Post-trip activity
                                        • Figure 12: Social-media activity after a holiday, world travellers, 2012
                                      • The social tourist
                                        • Millennials high-profile social-media users
                                        • Social Media Channels used in Tourism

                                            • Mainstream social networks
                                              • Facebook
                                                • Figure 13: Leading travel brands on Facebook, July 2013
                                              • Google+
                                                • Twitter
                                                  • Figure 14: Leading travel brands on Twitter, July 2013
                                                • Pinterest
                                                  • Instagram
                                                    • YouTube
                                                      • Other
                                                        • Travel review sites
                                                          • TripAdvisor
                                                            • TripAdvisor and Facebook
                                                              • Travel blogs
                                                                • Social travel platforms
                                                                  • Airbnb
                                                                    • Couchsurfing
                                                                      • Gogobot
                                                                        • IgoUgo
                                                                          • WAYN (Where Are You Now?)
                                                                            • Figure 15: Social travel platforms at a glance, July 2013
                                                                        • Social Media – Impact on Tourism Organisations

                                                                          • Social-media strategies
                                                                            • Brand building
                                                                              • Promotional campaigns
                                                                                • PR
                                                                                  • Customer service
                                                                                    • Country destination brands (NTOs)
                                                                                      • Figure 16: Top destination brands on Facebook, July 2013
                                                                                    • Tourism Australia
                                                                                      • Case study: ‘The Best Job in the World’
                                                                                        • Hotels
                                                                                          • Figure 17: Leading hotel chains on Facebook, July 2013
                                                                                        • Airlines
                                                                                          • Figure 18: Leading airlines on Facebook, July 2013
                                                                                      • What Next?

                                                                                        This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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                                                                                        • Brand/Company

                                                                                          Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                                        • Data

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

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