Mind-Blowing Social Media Statistics for Tour Operators [Slides]

Mind-Blowing Social Media Statistics for Tour Operators [Slides]

Understanding the influence of social media at every step in your travellers’ journey is critical to using it in a way that gets you more bookings.

Here we’ve gathered the most compelling social media statistics and insights that will help tour operators and activity providers craft their social strategy.


Mind-Blowing Social Media Statistics for Tour Operators from Rezdy Tour Booking Software

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Social media builds trust

92% of consumers say they trust earned media, such as social media, word of mouth, recommendation from friends and family, above all forms of advertising (Source) Tweet this stat!

85% of customers expect businesses to be active in social media (SourceTweet this stat!

82% of consumers trust a company more if they are involved with social media (Source) Tweet this stat!

77% of consumers said they are more likely to buy from a company if the CEO uses social media (Source) Tweet this stat!

+75% increase occurred last year for trust in social media as it went from 8% to 14% as a trusted information source (Source) Tweet this stat!

70% of global consumers say online consumer reviews are the second most trusted form of advertising (SourceTweet this stat!

Stage 1: Dreaming

36% of online travellers visit social networking sites to influence destination selection (Source) Tweet this stat!

One out of three US travellers reference social media as a main source of travel ideas and inspiration (Source) Tweet this stat!

Stage 2: Planning

52% of travellers use social media to plan a trip (Source) Tweet this stat!

71% of Asian leisure travellers consider personal recommendations for a trip “very important” in the decision-making process (Source) Tweet this stat!

44% of Asian leisure travellers are watching videos about a destination during the research phase (Source) Tweet this stat!

52% of travellers were so influenced by social media that they changed their original travel plans (Source) Tweet this stat!

10% of those who use social media to research travel plans changed agent/operator/website (Source) Tweet this stat!

87% of those younger than 34 are using Facebook to solicit advice before making bookings (Source) Tweet this stat!

Stage 3: Booking

50% of travel companies have said that direct bookings have been generated from social media (Source) Tweet this stat!

59% of Asian leisure travellers want to book travel products “whenever they can” and “wherever they can” (Source) Tweet this stat!

80% of travellers are more likely to book a trip from a friend liking a page rather than responding to a traditional Facebook ad (Source) Tweet this stat!

Stage 4: Experiencing

Holiday pictures are the most shared content on and after vacation (Source) Tweet this stat!

70% of social media users update status/share photos while on holiday (Source) Tweet this stat!

76% of social media users post vacation photos to their social networks (Source) Tweet this stat!


TripAdvisor has 69 million monthly visitors and more than 60 million travel reviews and opinions from travellers around the world (Source) Tweet this stat!

34% of Asian leisure travelers are actively looking for social recommendations and feedback on ideas via social networks such as Facebook and TripAdvisor (Source) Tweet this stat!


Worldwide, there are over 1.5 billion active Facebook users, with 699 million people logging in daily (Source) Tweet this stat!

Every 60 seconds on Facebook, 510 comments are posted, 293,000 statuses are updated, and 136,000 photos are uploaded (Source) Tweet this stat!

52% of Facebook users say their friends photos inspire their travel plans (Source) Tweet this stat!

23% of Facebook users check their accounts 5 or more times daily (Source) Tweet this stat!

42% of stories shared to users’ Facebook timelines in 2012 were travel experiences, making it the top story being shared by users (Source) Tweet this stat!


Twitter is one of the most heavily-trafficked search engines in the world, serving over one billion queries per day (Source) Tweet this stat!

Twitter has 500 million registered users whose posts amount to 175 million tweets per day (Source) Tweet this stat!

53% of people on Twitter mention products and/or services in their tweets (Source) Tweet this stat!


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social media for tours and activities

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