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Page 1: FROM LOOKING TO BOOKING…435 likes Facebook takes the top spot for most use abroad, closely followed by Twitter, Snapchat and Instagram. More than half of all millennials post on

FROM LOOKING TO BOOKING

How Social Media is taking over tourism

As featured in

Page 2: FROM LOOKING TO BOOKING…435 likes Facebook takes the top spot for most use abroad, closely followed by Twitter, Snapchat and Instagram. More than half of all millennials post on

TRAVEL IS THE ONLY THING THAT MAKES YOU RICHER

Page 3: FROM LOOKING TO BOOKING…435 likes Facebook takes the top spot for most use abroad, closely followed by Twitter, Snapchat and Instagram. More than half of all millennials post on

258 posts 400k followers

Following ...

219 following

WeSwap

Social Media’s impact on travel and holiday

20%(6.3 million)

17%(5.1 million)

16%(5 million)

23%(7 million)

23%(7 million)

18%(5.5 million)

50

25

0

23% (6.9 m

illion)

41% (Aged 18-34)

50

25

0

16% (5 m

illion)

31% (Aged 18-34)

100

50

0

37% (11.5 m

illion)

61% (Aged 18-34)

20% (6.3 million) people have had their holiday destination influenced by social media

(37% of those aged 18-34)

18% (5.5 million) people have actually booked a holiday because of content seen on

social media (34% of those aged 18-34)

37% (11.5 million) of people want to share beautiful or important holiday experiences

online (61% of those aged 18-34)

23% (7 million) of people will search potential holiday destinations on social media before

visiting (36% of those aged 18-34)

17% (5.1 million) of holidaymakers trust social media over magazines, television and

even Google and TripAdvisor reviews (28% of those aged 18-34)

16% (5 million) will search hashtags associated with a holiday destination before visiting

(31% of those aged 18-34)

16% (5.1 million) of people said that posting holiday pics online is just as important as the

holiday itself (31% of those aged 18-34)

23% (6.9 million) agree that travel bloggers and social media influencers inspire their holiday

destinations (41% of those aged 18-34)

20% (6.3 million) of the nation say the ability to post beautiful images and videos when

they are am on holiday influences where they travel to (37% of those aged 18-34)

20%(6.3 million)

15%(4.7 million)

15% (4.7 million) wouldn’t choose a holiday destination if they were not able to

post on social media while there (29% of those aged 18-34)

23% (7 million) of people won’t go on holiday without checking in, making sure their followers

can see their travels (43% of those aged 18-34)

Page 4: FROM LOOKING TO BOOKING…435 likes Facebook takes the top spot for most use abroad, closely followed by Twitter, Snapchat and Instagram. More than half of all millennials post on

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33%people 31%

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20 times a day

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20 times a day

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2 days ago

2 days ago

435 likes

Facebook takes the top spot for most use abroad, closely followed by Twitter, Snapchat and Instagram. More than half of all millennials post on Facebook, Twitter and Snapchat up to 20 times a day, confirming the long-held assumption that the younger generation are more attached to their smartphones.

Interestingly, a holiday romance is more important to men than women, with men using dating apps on holiday nearly twice as much as women.

As for work, it seems that even a holiday does not forgive professional networking, over a quarter of us posting on LinkedIn up to 20 times a day while on holiday.

Page 5: FROM LOOKING TO BOOKING…435 likes Facebook takes the top spot for most use abroad, closely followed by Twitter, Snapchat and Instagram. More than half of all millennials post on

@oliviaI love going away and, especially when I’m with my friends, we take hundreds of pictures. Before choosing my last holiday, I remember seeing lots of pictures of my favourite travel bloggers at the waterfalls in Croatia’s Krka National Park. I hadn’t really considered Croatia as a holiday destination prior to seeing these images and seeing the great pictures people were taking there definitely influenced my decision to plan a holiday to Split with my friends. Not only did I want to see the waterfalls for myself – they looked so amazing in pictures – but I wanted to get photos of myself and my friends there for my Instagram. I think it’s great that social media has opened up the opportunities for people to travel to beautiful and incredible places. These are places that I wouldn’t have known about and wouldn’t even have thought to research had I not seen images of them online.

@marcusMy partner and I love going to places that are off the beaten track. When researching our holidays, we find that search engines often display the most popular sights, meaning we might miss a hidden gem. Social media allows us to keep up with travel bloggers that have similar interests to us and get ideas for our next holiday that allow us to have experiences, taste food and see sights that might not have been suggested on our online searches or in travel magazines.

@mercedesAlthough I don’t use social media to figure out the destination of my holiday, I definitely turn to Twitter and Instagram for inspiration on what to do whenI am there. The community of people online, whether they are travel bloggers or not, allow me to see where the best places to visit on a city break are. For sightseeing holidays and city breaks, social media is a great source of knowledge. However, if I am going on holiday somewhere relaxing, where I will be sat by the pool all day, I hardly ever reach for my phone except for the obligatory pool-side selfie.

@andrewI don’t have accounts on lots of different social networking sites, but I am often on Facebook. It’s great to see my friends posting pictures of their holidays on Facebook and I often ask them about their holidays because of these pictures. Following their recommendation, I booked a holiday to Turkey a few years ago so while I didn’t book directly because of social media, it definitely prompted me to find out more from my friends.

Real life effects of Social Media and Tourism

Page 6: FROM LOOKING TO BOOKING…435 likes Facebook takes the top spot for most use abroad, closely followed by Twitter, Snapchat and Instagram. More than half of all millennials post on

Top Social Media destinations

Trolltunga, NorwayThere is a precarious cliff edge suspended 700m over a lake in Norway, referred to in English as Troll’s Tongue Rock. Visitors to Trolltunga have increased from 800 to 80,000 between 2010 and 2016 and what was once an undiscovered treasure now sees queues of hundreds for that all-important Instagram snap. Social media has rocketed the location’s popularity in recent years, evidence of how a few pictures can influence both where we go and what we do there.

Pont des Arts, Paris, FranceAber the popularity of ‘love locks’ grew exponentially, thanks to their prevalence on social media, many of Paris’ pedestrian bridges were covered in padlocks, their keys thrown into the river as a symbolic gesture of love. However, in 2015 parts of the Pont des Arts began to collapse under the weight of so many padlocks, leading to an entirely necessary opera:on that removed millions of locks from numerous Parisian bridges over the course of a few days.

IcelandVisitors to Iceland have increased from 566,000 to over 1 million between 2011-2015, according to Iceland’s Tourism Board. Many attribute this increase to the popularity of images of the Aurora Borealis and Blue Lagoon geothermal spa and this social media push was in fact orchestrated by a partnership between Iceland’s tourism board and UK branding agency Brooklyn Brothers. The power of social media in the tourism industry paid off for Iceland. Despite volcanic eruptions and grounded planes, Iceland’s tourism has boomed in recent years.

The Louvre, ParisThere are almost 1 million Instagram posts with the hashtag #monalisa and more than 2.3 million using the hashtag #louvre, something that becomes evident for any visitor to the worldfamous Parisian gallery. Visitors will be met with crowds of people facing away from the Mona Lisa in order to get the all-important selfie with the most famous woman in the world.

Pedra do Telegrafo, Brazil2769 feet off the ground, images are sprawled over Instagram of brave travellers hanging from a cliff edge in Brazil, risking their lives for the sake of an Instagram post. However, all is not as it seems as with some clever angling and camera trickery, travellers are hiding the plateau only a metre beneath.

Page 7: FROM LOOKING TO BOOKING…435 likes Facebook takes the top spot for most use abroad, closely followed by Twitter, Snapchat and Instagram. More than half of all millennials post on

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WeSwap.com Limited.

Jared Jesner, CEO of WeSwap“At WeSwap, we are very aware that social media is changing tourism as we know it, its impact irrevocable. Our research into social media has proven this to be true on a grand scale. Undoubtedly, its power can have significant benefits for travellers, highlighting des:na:ons that may not be immediately available in travel magazines or search engines, connecting and amplifying experiences that extend well beyond the confines of an all-inclusive hotel. However, with that influence comes the danger that our travels become more about the evidence than the experience. We’ve seen the impact of selfie tourism on destinations across the world; ones that have hundreds of people queuing for a picture just like the millions already online. This kind of tourism can have damaging effects on the landscape and local communi:es – take for example the collapse of parts of Pont des Arts footbridge in Paris following the popularity of Love Lock images online. At WeSwap, we exist for the adventures, those that are made in front and away from the smartphone lens. So take the picture, make the memory, but then put down the phone and really see the world.”

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