Digital facts about hotel & tourism industry
78% of travelers said informative content from destinations or travel brands can influence their decision-making process, and 46% said ads with informative content can be influential.
52% of Facebook users said friends’ photos inspired their future travel plans. This can be attributed to the fact that friends’ recommendations remain the most credible form of advertising.
Gen Z is likely to start the research and planning process without a destination in mind. They rely on smartphones for travel inspiration and are highly influenced by deals and imagery on social media and advertising.
Across all generations, Online Travel Agencies (OTAs) account for the highest number of online bookings. Nearly half of respondents used an OTA to book their trip and Millennials use OTAs significantly more than others for booking travel.