Tourism Analysis

Here’s a breakdown list of tourism analysis coming from different channels and generation of people. This list is composed of different calculations including the exact percentage of tourism analysis per channel and generation.

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Tourism Analysis on Social Media

  • 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 planning a trip (source: Eye for Travel)
  • 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 57 million online visitors monthly
  • 53% of tourists were unyielding when it comes to booking with businesses with incomplete TripAdvisor profile (source: Sparkloft Media)
  • 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 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 a Twitter account in 2011, but it went up to 75% by 2012 and continues to grow today.
  • More than half of travel companies with a business account on 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 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 vacationers 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 brackets in 2014 (source: MMGY Global)
  • 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 the Netherlands can speak another language aside from their own (source: SDL)
  • One out of three millennials in Australia and the 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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Amanda Thomas