Welcome!

IBM Cloud Authors: Pat Romanski, Yeshim Deniz, Liz McMillan, Elizabeth White, John Esposito

News Feed Item

Text100's Travel & Tourism Global Study Reveals 87 Percent of Travelers Under the Age of 34 Use Facebook to Choose Their Destination

Study reveals that consumers increasingly rely on social media, mobile and travel bloggers; travel industry must cultivate trust and social connections amidst industry shift

NEW YORK, Nov. 28, 2012 /PRNewswire/ -- The global Text100 Digital Index: Travel & Tourism study, commissioned by Text100 Global Communications, examines the increasing importance of social media and mobile technology, globally and regionally, during the four major stages of a consumer's travel decision-cycle:  inspiration, decision, purchase and experience.  According to the study results, social media plays the largest role in the first and last phases, inspiration and experience. This correlates to the finding that 63 percent of survey respondents consider recommendations by friends and family the number one factor to inspire travel, and social channels make sharing among friends and family easy.

  • Of people surveyed under the age of 34, 87 percent use Facebook for travel inspiration
  • More than half surveyed also use Twitter, Pinterest and other social media platforms for inspiration
  • In the experience stage, 68 percent use their mobile devices to stay in touch with friends and family while on vacation – more than taking photos (43 percent) or checking the news (20 percent)

The study, conducted by market research firm Redshift Research, surveyed 4,600 consumers in 13 countries. Text100 commissioned the survey to examine how digital technologies have contributed to fundamental changes in each of the decision-making stages, and how the travel industry and communicators might adopt new service strategies to meet these changes.

"Consumers are making travel decisions by simultaneously assessing information from an unprecedented variety of channels both digital and non-digital," said Aedhmar Hynes, Text100 Global CEO.  "Travel operators and communications professionals alike must increasingly integrate their efforts across platforms in a manner that complements how consumers are already seeking inspiration, deciding on, purchasing and experiencing their travels," said Hynes.

Free Wi-Fi Access Results in Greater Engagement While Traveling

Of all consumers surveyed, 88 percent take a mobile device capable of receiving Wi-Fi or 3G on vacation. While many consumers already share content during the experience stage (52 percent post photos and videos during their travels, while 25 percent write reviews), a significant 49 percent of respondents said they would involve themselves more on social media if they had access to free Wi-Fi.

Travel Preferences Vary by Region

The study's findings vary widely according to region:   

Asia Pacific:

  • In Asia-Pacific, more than 70 percent of travelers have used social media to inspire their holidays and base their eventual choices on friends' recommendations (52 percent) and convenience (42 percent), higher than other regions.
  • Asia-Pacific travelers are also the most likely of any region to purchase tickets through online links or advertisements, yet also prefer to book through traditional travel agents more than travelers in the United States or Europe.

United States:

  • In the United States, 58 percent of respondents under the age of 34 use social media to inspire destination decisions, while 37 percent of respondents consider travel blogger reviews first when making travel decisions.
  • Most US respondents value relaxation (57 percent) and fun (46 percent) more than other regions when choosing a destination, yet 43 percent of US respondents also take a laptop with them (compared to the global average of 34 percent).

Europe and Africa:

  • When it comes to purchasing tickets for attractions or activities, European and African travelers are more likely than any others to buy on arrival at the venue (43 percent), and the least likely to use online travel sites (23 percent).
  • In Europe, 33 percent of travelers rely on online travel blog reviews to make initial decisions about travel destinations.

"The Digital Index: Travel & Tourism study suggests there is no 'one-size-fits-all' approach to engaging travelers in all areas worldwide," said Hynes. "Today's vacationer bases their decisions on far more digital, mobile and physical touch-points than ever before; therefore, companies need to be consistent in communicating their core values via authentic audience engagement."  

"If the Travel and Tourism industry can use market-specific insights to engage with customers and build communities around these core values, it will be well-placed to deliver significant growth to businesses and entire economies the world over."

To download a copy of the study please click here.

To download infographics that support the study, please click here.

Tweet the news:

  • Friends, family most influential in travel decisions per @text100 Digital Index: Travel & Tourism Study http://bit.ly/UFAzO5 #travelindex
  • Travel study via @text100 breaks down key points of influence for vacation decisions: http://bit.ly/UFAzO5 #travelindex
  • 87% of travelers under 34 use Facebook for travel inspiration says @text100 Travel Study http://bit.ly/UFAzO5 #travelindex
  • 43% of people read travel blogs to determine vacation activities per @text100 Travel Study http://bit.ly/UFAzO5 #travelindex
  • 49% of travelers would share more vacation experiences on social w/free Wi-Fi @text100 Travel Study  http://bit.ly/UFAzO5 #travelindex

About the Text100 Digital Index: Travel and Tourism

The Text100 Digital Index: Travel and Tourism study was conducted by Redshift Research in October 2012 and consists of 4600 online interviews spanning 13 countries. All respondents had travelled for leisure purposes in the last 12 months, or intended to do so in the next 12 months. Responses were balanced across regional, age and gender demographics. This study is part of Text100's Digital Index series, which aims to deliver insights specific to a range of industries experiencing rapid change as a result of digital technology adoption.

About Text100

We are the I.D.E.A. agency. We help our clients understand what matters to their audiences and create integrated stories to participate in conversations that inspire action. As a global communications consultancy, we use our I.D.E.A. consulting process to develop audience-focused campaigns that are insightful, creative, impactful and focus on digital environments as well as traditional media and influencers. We have a global staff of more than 500 and a direct presence in 30 cities worldwide. We work with many of the world's elite brands and industry pioneers in technology, telco, healthcare, travel and tourism, automotive and energy all of whom engage Text100 to think differently and to be innovative in today's fast moving communications world. Our client roster includes IBM, Skype, Cisco, MTV, Vodafone, PayPal, British Airways, Lenovo, and SanDisk. Our Text Factor makes us different and has been praised around the world. We have been recognized as the leading Digital Consultancy in APAC, the Best Midsize Agency to Work For in the US, and one of the UK's Best Small Companies. For more information about Text100, please visit www.text100.com.

SOURCE Text100

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

@ThingsExpo Stories
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, wh...
"delaPlex is a software development company. We do team-based outsourcing development," explained Mark Rivers, COO and Co-founder of delaPlex Software, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
"We work in the area of Big Data analytics and Big Data analytics is a very crowded space - you have Hadoop, ETL, warehousing, visualization and there's a lot of effort trying to get these tools to talk to each other," explained Mukund Deshpande, head of the Analytics practice at Accelerite, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Cloud Expo, Inc. has announced today that Andi Mann returns to 'DevOps at Cloud Expo 2016' as Conference Chair The @DevOpsSummit at Cloud Expo will take place on November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. "DevOps is set to be one of the most profound disruptions to hit IT in decades," said Andi Mann. "It is a natural extension of cloud computing, and I have seen both firsthand and in independent research the fantastic results DevOps delivers. So I am excited t...
IoT offers a value of almost $4 trillion to the manufacturing industry through platforms that can improve margins, optimize operations & drive high performance work teams. By using IoT technologies as a foundation, manufacturing customers are integrating worker safety with manufacturing systems, driving deep collaboration and utilizing analytics to exponentially increased per-unit margins. However, as Benoit Lheureux, the VP for Research at Gartner points out, “IoT project implementers often ...
Machine Learning helps make complex systems more efficient. By applying advanced Machine Learning techniques such as Cognitive Fingerprinting, wind project operators can utilize these tools to learn from collected data, detect regular patterns, and optimize their own operations. In his session at 18th Cloud Expo, Stuart Gillen, Director of Business Development at SparkCognition, discussed how research has demonstrated the value of Machine Learning in delivering next generation analytics to imp...
The cloud promises new levels of agility and cost-savings for Big Data, data warehousing and analytics. But it’s challenging to understand all the options – from IaaS and PaaS to newer services like HaaS (Hadoop as a Service) and BDaaS (Big Data as a Service). In her session at @BigDataExpo at @ThingsExpo, Hannah Smalltree, a director at Cazena, provided an educational overview of emerging “as-a-service” options for Big Data in the cloud. This is critical background for IT and data profession...
Whether your IoT service is connecting cars, homes, appliances, wearable, cameras or other devices, one question hangs in the balance – how do you actually make money from this service? The ability to turn your IoT service into profit requires the ability to create a monetization strategy that is flexible, scalable and working for you in real-time. It must be a transparent, smoothly implemented strategy that all stakeholders – from customers to the board – will be able to understand and comprehe...
When people aren’t talking about VMs and containers, they’re talking about serverless architecture. Serverless is about no maintenance. It means you are not worried about low-level infrastructural and operational details. An event-driven serverless platform is a great use case for IoT. In his session at @ThingsExpo, Animesh Singh, an STSM and Lead for IBM Cloud Platform and Infrastructure, will detail how to build a distributed serverless, polyglot, microservices framework using open source tec...
Connected devices and the industrial internet are growing exponentially every year with Cisco expecting 50 billion devices to be in operation by 2020. In this period of growth, location-based insights are becoming invaluable to many businesses as they adopt new connected technologies. Knowing when and where these devices connect from is critical for a number of scenarios in supply chain management, disaster management, emergency response, M2M, location marketing and more. In his session at @Th...
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, provided an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life sett...
IoT is rapidly changing the way enterprises are using data to improve business decision-making. In order to derive business value, organizations must unlock insights from the data gathered and then act on these. In their session at @ThingsExpo, Eric Hoffman, Vice President at EastBanc Technologies, and Peter Shashkin, Head of Development Department at EastBanc Technologies, discussed how one organization leveraged IoT, cloud technology and data analysis to improve customer experiences and effi...
Basho Technologies has announced the latest release of Basho Riak TS, version 1.3. Riak TS is an enterprise-grade NoSQL database optimized for Internet of Things (IoT). The open source version enables developers to download the software for free and use it in production as well as make contributions to the code and develop applications around Riak TS. Enhancements to Riak TS make it quick, easy and cost-effective to spin up an instance to test new ideas and build IoT applications. In addition to...
The idea of comparing data in motion (at the sensor level) to data at rest (in a Big Data server warehouse) with predictive analytics in the cloud is very appealing to the industrial IoT sector. The problem Big Data vendors have, however, is access to that data in motion at the sensor location. In his session at @ThingsExpo, Scott Allen, CMO of FreeWave, discussed how as IoT is increasingly adopted by industrial markets, there is going to be an increased demand for sensor data from the outermos...
CenturyLink has announced that application server solutions from GENBAND are now available as part of CenturyLink’s Networx contracts. The General Services Administration (GSA)’s Networx program includes the largest telecommunications contract vehicles ever awarded by the federal government. CenturyLink recently secured an extension through spring 2020 of its offerings available to federal government agencies via GSA’s Networx Universal and Enterprise contracts. GENBAND’s EXPERiUS™ Application...
The cloud market growth today is largely in public clouds. While there is a lot of spend in IT departments in virtualization, these aren’t yet translating into a true “cloud” experience within the enterprise. What is stopping the growth of the “private cloud” market? In his general session at 18th Cloud Expo, Nara Rajagopalan, CEO of Accelerite, explored the challenges in deploying, managing, and getting adoption for a private cloud within an enterprise. What are the key differences between wh...
Presidio has received the 2015 EMC Partner Services Quality Award from EMC Corporation for achieving outstanding service excellence and customer satisfaction as measured by the EMC Partner Services Quality (PSQ) program. Presidio was also honored as the 2015 EMC Americas Marketing Excellence Partner of the Year and 2015 Mid-Market East Partner of the Year. The EMC PSQ program is a project-specific survey program designed for partners with Service Partner designations to solicit customer feedbac...
The IoT is changing the way enterprises conduct business. In his session at @ThingsExpo, Eric Hoffman, Vice President at EastBanc Technologies, discussed how businesses can gain an edge over competitors by empowering consumers to take control through IoT. He cited examples such as a Washington, D.C.-based sports club that leveraged IoT and the cloud to develop a comprehensive booking system. He also highlighted how IoT can revitalize and restore outdated business models, making them profitable ...
There are several IoTs: the Industrial Internet, Consumer Wearables, Wearables and Healthcare, Supply Chains, and the movement toward Smart Grids, Cities, Regions, and Nations. There are competing communications standards every step of the way, a bewildering array of sensors and devices, and an entire world of competing data analytics platforms. To some this appears to be chaos. In this power panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, Bradley Holt, Developer Advocate a...
SYS-CON Events has announced today that Roger Strukhoff has been named conference chair of Cloud Expo and @ThingsExpo 2016 Silicon Valley. The 19th Cloud Expo and 6th @ThingsExpo will take place on November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. "The Internet of Things brings trillions of dollars of opportunity to developers and enterprise IT, no matter how you measure it," stated Roger Strukhoff. "More importantly, it leverages the power of devices and the Interne...