62% of travel marketers rate Facebook as the most effective social media network.
By MediaStreet staff writers
Facebook is peerless amongst travel marketers according to a new industry-wide survey from EyeforTravel. The State of Data and Analytics in Travel 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.
The travel industry is clamouring for more and better data, as well as the tools and skills to understand it. This survey was conducted across all the sectors and received responses from more than 450 professionals working with data in travel. They came from across the world and from a variety of different professional areas, including C-suite executives, marketers, revenue managers, and analysts.