Social Media Plays Pivotal Role
Social media is the fastest and most powerful way for the UK’s tourism industry to showcase itself, according to a new report by VisitBritain.
When it comes to choosing Britain as a holiday destination, the research found that social media plays a key role in the decision-making process with Facebook the main go-to source for respondents in all stages of the holiday-making process.
Meanwhile Twitter was most commonly used for seeking suggestions and advice while on holiday and Instagram was used most by people wanting to plan their trip or share their experiences - though to a lesser extent than the other platforms.
Almost 70 per cent of those surveyed said content posted online by friends made them want to visit a destination and 76 per cent of all respondents had read a review site when thinking about taking a holiday.
VisitBritain marketing director Joss Croft said: “This research reinforces to all of us working in the travel industry the powerful role that social media now plays in offering unparalleled opportunities to engage directly with potential visitors in a timely way, with the right messages, demonstrating an understanding of their world and motivations for travel.”