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Social Media

Tourism Statistics

  • 85% of customers want companies to be easily accessible through social media (source: Forbes)
  • 82% of consumers trust companies who are visible on social media (source: Forbes)
  • 77% of customers will probably buy a product if the company CEO utilizes social media (source: Forbes)
  • Social media garnered a rating of 14% as a trusted source of information by consumers, a 75% increase from last year (source: Edelman)
  • 36% of online travel companies invade social media to influence travelers in selecting destinations (source: World Travel Market London)
  • More than half of the travel companies claim that their bookings have increased due to their active presence on several social networking sites like Facebook (source: Digital Visitor)
  • Majority of consumers believe earned media like social media, word of mouth, or friends or family recommendation as form of advertising (source: Webbed Feet)
  • 71% of Asian tourists regard personal endorsement essential when making a travel decision (source: Tnooz)
  • Every 1 out of 3 American travelers cite social networking sites as their main source of ideas and inspiration when planning to travel (source: MMGY Global)
  • More than half of the tourists refer to social media when planing a trip (source: Eye for Travel)

Social Media for Advisor

  • Social media has such a big influence that more than half of the travelers alter their original travel plans (source: Sprout Social)
  • 10% of travelers who utilize social media to search for travel itinerary changed agent or operator (source: Sprout Social)
  • Almost all tourists below 34 years of age turn to Facebook to ask for suggestions before finalizing bookings (source: Stikky Media)
  • According to 50% of travel agencies, their direct bookings come from social media (source: Tnooz)
  • 80% of globetrotters are most likely to respond (booking a trip) to a friend’s liked page than reply to a typical Facebook ad (source: Eye for Travel)
  • The most shared content in social networking sites are holiday photos during and after vacation (source: Tnooz)
  • 70% social networking sites users tend to update their status or share photos while on vacation (source: Eye for Travel)
  • 34% of Asian tourists browse through Facebook and Trip Advisor for travel recommendations and ideas (source: Tnooz)
  • Facebook has reached 1.5 billion users globally and 699 million of them visit the Web site daily (source: Zephoria)


  • Twitter has about 500 million users and 175 million tweets are sent every day (source: Stikky media)
  • More than half of Twitter users mention product brands or services when tweeting (source: SocialNomics)
  • More than half of Facebook users look at their friends’ photos for travel ideas (source: Webbed Feet)
  • 23% of Facebook users open their accounts at least 5 times a day (source: Huffington Post)
  • In 2012, 42% of stories shared by Facebook users on their timeline are about their travel experiences (source: Tnooz)
  • Every minute, 510 comments are being posted, 136,000 photos are being uploaded, and 293,000 statuses are updated on Facebook (source: Zephoria)
  • One of the busiest search engines on the Web is Twitter with one billion queries daily (source: Stikky media)
  • TripAdvisor has more than 36 million members and has a 57 million online visitors monthly
  • 53% of tourists were unyielding when it comes to booking with businesses with incomplete TripAdvisor profile (source: Sparkloft Media)

Pin Point

  • Social media can now be considered a bona fide marketing platform as 93% of vendors use it to market their products or services (source: Social Media B2B)
  • 52% of travelers alter their travel plans based on the responses and activity on the social media (source: Media Bistro)
  • Going social media is a very effective way to promote products and services (source: Frederic Gonzalo)
  • Using social media when selling products can trim marketing cost up to 24%, in effect profit increases. According to Frederic Gonzalo, a Canadian travel expert, only 62% of travel companies had Twitter account in 2011, but it went up to 75% by 2012 and continues to grow today.
  • More than half of travel companies with business account in Facebook noted an increase in revenue (source: Digital Visitor)
  • 71% of travel agencies on Facebook discovered that they had better interaction and relationship with their customers (source: Digital Visitor)

The Gen Y

The Gen Y

  • The younger generation check their smartphones at least 43 times a day (source: SDL)
  • The increase in the vacation expenses of younger travelers greatly surpasses that of other vacationer in different age bracket (source: WYSE)
  •  Millennials (15–29 years old) who travel to Australia, 42% of them went there for holidays, 20% for schooling, 15% visited friends and relatives, 8% are business travels, while 6% sought employment (source: Tourism Australia)
  • 58% of millennials would rather travel with friends, that’s 20% greater than the older generation (source: HVS)
  • 7 out of 10 millennials think top destinations have a lot to offer in terms of immersive experiences (source: HVS)
  • 25% more millennials are into overnight vacation trips in 2014 than in 2013 (source: MMGY)
  • Millennials are presumed to splurge more on travel services compared to other age bracket in 2014 (source: MMGY Global)

Group Selfie

  • 60% of millennials are likely to spend their money on travel experiences than material goods (source: MMGY Global)
  • 67% of millennials have used at least 2 different gadgets particularly smartphones and laptop (source: SDL)
  • 44% of millennials hope that companies be consistent no matter what the medium is used (source: SDL)
  • The younger generations prefer to approach companies on social media mostly for freebies and discounts (source: SDL)
  • Youths are likely to find materials through social networking sites (source: SDL)
  • Half of the younger generations in Germany, Norway, and Netherlands can speak another language aside from their own (source: SDL)
  • One out of three millennials in Australia and UK can speak another language other than English in their homes (source: SDL)
  • 1 out of 4 millennials in the US found language other than English comfortable (source: SDL)



  • 44% of Asian travelers watch destination videos when planning for a trip (source: Tnooz)
  • 62% of people traveling for pleasure and 74% of people traveling for business are likely to watch a video before deciding on their itinerary (source: Frederic Gonzalo)
  • 62% of travelers search for an online video or comment on it while looking for activities offered in a particular place
  • 45% of people traveling for leisure immediately book a flight upon watching a travel activity video (source: Google)
  • 72% of business travelers and 74% of wealthy travelers finalize booking right after watching a video (source: Google)
  • 62% of tourists prefer watching videos about tours, destination activities, cruises as well as airline, hotel accommodations, and properties (source: Google)
  • Most travelers want to see trip reviews or first-hand experience of an experienced traveler (source: Google)
  • 58% of tourist love watching travel videos from travel channels (source: Google)


  • 48% users prefer watching content created by other users than business-created content (source: Google)
  • 45% of Internet users watch at least one video online in a month (source: ComScore, 2015)
  • An average Internet user can view 32.2 videos a month (source: ComScore, 2015)
  • There are 100 million Internet users who watch videos daily (source: ComScore, 2015)
  • Almost all online shoppers at major retailers’ Web site find product videos helpful in their shopping (source: ComScore, 2015)
  • An average Internet users spend 16 minutes and 49 seconds watching video ads every month (source: ComScore, 2015)
  • YouTube has more access to 18–34 and 18- to 49-year-olds than any cable network in the US (source: YouTube, 2015)
  • 80% of YouTube viewers are not from the US (source: YouTube, 2015)
  • Majority of YouTube videos are watched from mobile devices (source: YouTube, 2015)



  • 51.9% of tour operators partner with travel agents to resell their trips (source: Rezdy, 2015)
  • 82% of travel companies are registered on review Web sites such as TripAdvisor and Yelp (source: Rezdy, 2015)
  • 15% is the average commission rate in the United States and Canada

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Trevor Wilson