62% of travel marketers rate Facebook as the most effective social media network.
Facebook is peerless amongst travel marketers according to a
new industry-wide survey from EyeforTravel. The State of Data and Analytics inTravel Report 2017 found that 61.6% think Facebook is the best performing social
media network, leaving Instagram – also a Facebook company – a distant second
at 15.8% of respondents.
Twitter rounds out the top three at 10.3% of respondents and
is followed by YouTube at 6.2% of respondents. No other social media network
had a significant response rate.
“Facebook has numerous advantages above its rivals, but the
largest of these is the depth of information it has on its users,” said Alex
Hadwick, Head of Research at EyeforTravel. “Potentially Facebook has the
majority of a Millennial or Generation Z’s life recorded in detail, from their
interests and preferences, to the places they have travelled to. This gives
them enormous power that has been multiplied by the clever acquisitions of
Instagram and WhatsApp. In my opinion these acquisitions also help to
future-proof Facebook from potential downturns in usage of its original
platform.”
The survey also found that 78% of travel marketers are using
social media data in their marketing campaigns. This level of integration
illustrates the importance social now plays in marketing efforts, a position
that is likely to increase rather than diminish in the medium-term.
Click here to download the full report for free now. Or to
learn the best data and revenue management strategies directly, why not attend
EyeforTravel Europe on May 3-4?
