SOURCE: Phocuswright Inc.

PhoCusWright Inc.

October 09, 2014 14:00 ET

Are Global Travel Organizations Undervaluing Regional Social Media?

NEW YORK, NY--(Marketwired - Oct 9, 2014) - Travel industry engagement in the major global social platforms -- Facebook, Twitter, YouTube -- is nearly universal. Social networks now play a considerable -- and growing -- role in travel companies' marketing, customer engagement and service, according to The State of Social Media in Travel, a new study from travel industry research authority PhoCusWright.

However, despite widespread prominence of social networking use across the travel industry, less than 10% of respondents to a new study cited any engagement with key regional social networks. In China, home to the world's largest social networking population and where nearly all Chinese travelers are active on local social platforms, only 6% of travel companies are currently active on some of the most popular social networks, such as Sina Weibo.

PhoCusWright's The State of Social Media in Travel, focuses on the role and implications of social media across all sectors of the global travel industry. Based on extensive consumer research and a global industry survey of nearly 600 travel companies, this study focuses on travel companies' uses, strategies, activities, successes and management of social media.

Topics include:

  • Social demand across geographies, including how travelers across the U.S. and Europe use social networks

  • Travel companies' use of social networks and benchmarks across

    • Organic posting tactics

    • Advertising

    • Customer service

    • Implementation of social applications such as booking engines and social logins

    • Social network monitoring practices and tools used

    • Overall social management, including budgeting and staffing

  • The impact of mobile on social media

  • Detailed segmentation by industry sector

Gain an understanding of how to use social media to your company's advantage, as well as areas of opportunity, with this new audio-enhanced report from PhoCusWright (


PhoCusWright, the travel industry research authority, fosters smart strategic planning and tactical decision-making by delivering primary research on the evolving dynamics that influence travel, tourism and hospitality distribution. To complement its research in North America, Europe and Asia, PhoCusWright partners with and produces several high-profile conferences around the world.

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