In Asia-Pacific, Social Media Inspires Travelers - eMarketer

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In Asia-Pacific, Social Media Inspires Travelers

Travelers in the region rely heavily on internet reviews for travel decision-making

January 15, 2013

For leisure travelers in Asia-Pacific, online peer influence is at the forefront of planning. According to Text100’s “Digital Index: Travel & Tourism” study, conducted by Redshift Research in October 2012, 44% of Asia-Pacific leisure travelers used social media platforms for advice and inspiration regarding travel destinations—more than double the percentage who did the same in the US and EMEA. More than one-third of these travelers also looked to social media to get ideas for attractions, vacation activities and hotels.

Leisure Travelers* Worldwide Who Have Used Social Media Platforms for Travel Inspiration/Ideas, by Region and Category, Oct 2012 (% of respondents)

The use of social media by Asia-Pacific travelers is significantly different than that of leisure travelers from the US and the EMEA regions. Less than one in five US consumers sought social inspiration for any of these travel activities, and in Europe and South Africa (the only non-European country from the region included in the survey), only about one in seven travelers used social media to get ideas for trips.

When they were ready to actually choose their travel destination, the Text100 survey found that 57% of leisure travelers in Asia-Pacific looked to internet reviews, compared to 38% of US travelers, and 33% of EMEA travelers.

Social Media Used to Choose a Travel Destination According to Leisure Travelers* Worldwide, by Region, Oct 2012 (% of respondents)

The report also called out travelers in China in particular. China’s leisure travelers were far more likely than the average Asia-Pacific consumer to seek out internet reviews on their path to choosing a travel destination—71% of travelers in China were influenced by online peer reviews.

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Check out today’s other articles, “Mobile Helps with New Year's Resolutions” and “'Generation Y' Leads the Way on Smartphones.”


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