Study The Social Traveler 2013
Coinciding with the celebration of the Fitur tourism fair in Madrid, the study The Social Traveler in 2013 made by the marketing agencyCreative Territory In collaboration with NH Hotels.
In this extensive study the behavior of the new social traveler, in its different phases, based on data from different international studies carried out during the past year 2012.
These phases that the social traveler goes through in our days, and which structure the study, are dreaming (inspiration to travel), planning (trip planning), booking (travel reservation), feeling (sensations during the trip) and sharing (experiences and reviews after the trip)
Among the very detailed information of this extensive 96-page study, I want to highlight one of the conclusions of the survey conducted by Redshift Research for Text100 In 2012, among 4,600 Internet users had enjoyed a pleasure trip in the last twelve months, or planned for the next twelve.
Specifically, Text100 attributes to travel blogs the greatest power to influence, not only in the choice of our destiny at the beginning of the search for inspiration, but when confirming the details.
Among the many aspects that are analyzed in the study The Social Traveler 2013 that has just been presented, it should be noted how volatile social travelers are; the rejection of traditional advertising; the appeal of online videos; limitations of search engines; the importance of communities and social networks; booking now exclusively online; the majority use of smartphones; the need for technological services, such as free Wi-Fi; the love of sharing the trip live through social networks, especially with photographs; and the subsequent activity with comments and recommendations
The study also analyzes the different social networks and tools that travelers use in the phases of the trip.
And as one of the conclusions it is pointed out that,In a sector dominated by advertising and promotion through established sales channels, disintermediation and direct access between people - whether professional or not - will change the rules of the game forever.
Here you can download the pdf of the study The Social Traveler in 2013.
