The link between travel and social sharing is becoming stronger than ever, according to research conducted by TripAdvisor. The world's largest travel website surveyed 1,700 respondents from the U.S., to gain results that showed a distinct correlation between travel and social media. In fact, over three-quarters of respondents reported they had shared travel experiences using social networks. In addition, 42% of respondents use social media to plan their trips, while 40% use social to gain inspiration for travel. A substantial 64% usually go to a travel-focused research site such as TripAdvisor or Thorntree Forums to find inspiration for their travels.
Photos Shared by Almost All Travellers
Travellers are most likely to use social media to share photos of their travels. A huge 91% of travellers post photos of their trips to their social networks. Other types of updates are far less popular, with 57% of respondents posting status updates, and 34% 'checking-in' during their trips.
People don't stop using social media just because they're on holiday. In fact, travellers like to share details of their trips both while on the road and after they return home. While 39% tend to share travel experiences on social networks following their trip, just over half said they share trip details both while traveling and after returning home.
Interestingly, despite the popularity of social media, physical methods such as scrapbooks or photo album remain the most popular ways to document an extended trip, as reported by 49% of respondents.
Skift took this topic a step further and asked consumers more in-depth questions about how they share their travel photos. As we already learned that the vast majority (91%) of travellers do share their photos on social media, this area is worthy of further exploration. Skift's research focused on social media photo sharing, as this is clearly the most influential method these days, but also included print photos as an option for those who prefer doing things the old-fashioned way.
Facebook is Top for Photos, But Old-School Print Beats Twitter
The research found some elements that were expected, and some more that were more surprising. In brief, Facebook is number one in the U.S. for travel photo sharing. Combined with Instagram (which Facebook owns) and this dominance is reinforced still further. But surprisingly, a considerable amount of people (at least one third of respondents) still choose to print their photos and share with family and friends in a more physical way. Less surprisingly, many of the respondents who chose print as their photo sharing method were at the older end of the age spectrum. Instagram was the preserve of the young, with the 18-24 age group using it the most frequently. Also surprising was the fact that only 3.9% of people use Twitter to share travel photos, making the microblogging service an insignificant part of the travel photo sharing universe.
More from #DTTT
In June we present:Creating an Inspiring Staycation Campaign with Visit Greenland – Weekly Tourism Impact Call: Week 12DTTT · Creating an Inspiring Staycation Campaign with Visit Greenland With the staycation set to become the new travel trend as restrictions ease, how can destinations adapt to attract the domestic market and restart tourism? This is a key question for the industry which sees the staycation as a solution. The staycation is a movement [...]#Staycation #recovery #COVID-19 #strategy #tourism #Visit Greenland
In May we present:What’s the appetite for Travel? with Beautiful Destinations – Weekly Tourism Impact Call: Week 11DTTT · What's the appetite for travel? with Beautiful Destinations Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers when they arrive. Whilst the focus has been on the impact to destinations for much of the pandemic, this has now [...]#recovery #COVID-19 #beautiful-destinations #industry #tourism #travel
In May we present:Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10
Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]#ecotourism #recovery #COVID-19 #sustainability #industry #tourism
In May we present:Digitalisation and Sustainability solutions for recovery – Weekly Tourism Impact Call: Week 9
As part of our efforts to react and support the industry, the #DTTT began hosting our popular Tourism Impact calls 2 months ago. Now going into the ninth consecutive week, we reflect on what has been an interesting and insightful journey so far. In many lively discussions, we’ve shared perspectives about COVID-19 impact, destination strategy […]#recovery #COVID-19 #sustainability #digitalisation #industry #tourism
In May we present:The Nordics COVID-19 Response
How have the Nordic countries responded to the crisis? At the #DTTT, we have seen different approaches throughout the Nordic region and wanted to find out more. In a highly insightful interview we brought together the Tourism boards representing the capital cities of Norway, Sweden, Finland and Denmark to discuss their response to the COVID-19 […]#The Nordics #Response #COVID-19 #DMOs #marketing #strategy
In May we present:What travel will look like in the future with Doug Lansky – Weekly Tourism Impact Call: Week 8
In our highly anticipated eighth Tourism Impact call, we discussed the different approaches of destinations who are at various stages of the recovery process. Recovering destinations are now looking for innovative product solutions as restrictions begin to ease and businesses start to re-open. Whilst for other destinations their recovery plans are still at the research […]#Doug Lansky #COVID-19 #DMOs #industry #strategy #tourism