A new infographic from social content marketing platform Stackla has revealed clear opportunities for online travel companies this summer.
Consumers’ 2015 travel spend is on the increase; US travellers are expected to spend $65 million online on travel, representing a seven per cent increase over 2014.
Each consumer anticipates spending $2,788 on their summer travel, with 57 per cent being spent online.
Mobile bookings are a key part of that growth; $1 of every $5 spent online comes from mobile devices.
Stackla’s infographic - see below - also highlights the growing global influence of social media when it comes to inspiring travellers and driving bookings.
Two thirds of travellers do most of their holiday research online, and more than half use social media as a source of inspiration.
Millenials – a heavily targeted segment of the travel industry – are particularly responsive to social content.
Some 40 per cent of this group rely on user generated content, such as social media posts and images from other holidaymakers to inform their travel plans, and 97 per cent post on social networks and share experiences with friends while travelling.
The value of user generated content lies in the trust placed in it by consumers.
A total of 92 per cent of consumers globally state that they trust this type of content– such as word of mouth recommendations from friends – above all other forms of advertising.
Travel brands can capitalise upon this, by aggregating, curating, and leveraging user generated content online, and integrating it into their marketing efforts.
For more information on how social content stimulates travel bookings, have a look at Stackla’s infographic below: