43% of converters said a creator collaboration affected their trip decisions (53% for those who traveled internationally)
Get the report series Scroll, Heart, Fly: Social Media’s Impact on Travel 2024 https://www.phocuswright.com/Travel-Research/Consumer-Trends/Scroll-Heart-Fly-Social-Medias-Impact-on-Travel-2024
Phocuswright’s Scroll, Heart, Fly: Social Media’s Impact on Travel 2024 is a comprehensive consumer research study delving into the specifics of how social media platforms are used for travel planning and sharing. Key questions addressed include:
In which scenarios is social marketing most effective? How can UGC play a role in turning scrolling into sales?
What platforms are being used for specific components of the trip and how do travelers think about which account types and platforms offer them the best information?
What travelers are looking for when they follow travel-themed or branded accounts, “like” content, post their own experiences, or even give formal tags and mentions to travel brands?
Are there particular factors that promote conversion? How do they differ, based on trip type and who is doing the planning?
Do distinct demographic groups engage differently with the platforms? With influencers? If so, what are the differences?
How do travelers perceive creator content? What degree of transparency do they expect and prefer from these influencers?
Can travel businesses determine which forms of creator content is most effective for their goals?
