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Research reveals that half of all vacation-related social conversation takes place on or after the trip

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By Michael Feeley, Founder and chief exec

April 29, 2015 | 2 min read

New research published by independent social digital consultancy immediate future has revealed that 23 per cent of travel conversation in social takes place on holiday and 27 per cent after the holiday, predominantly on Facebook and Twitter.

Using Crimson Hexagon, a third generation monitoring tool, over one million customer conversations mentioning travel, flights, hotels and many vacation-associated keywords were analysed from March 2014 to March 2015. These insights were then combined with data from survey data from global market research firm GlobalWebIndex.

Katy Howell, chief executive officer of immediate future, said: “By drilling deeper into the customer journey and taking into consideration peak conversation times and the key emotions expressed at those times, brands can create annual content plans that deliver tangible results.

“For example, unsurprisingly most of the UK talks about being on holiday in June, July and August but the desire for a holiday peaks in April, June and September. Brands who don’t capitalise on this sentiment are missing a trick when it comes to increasing ROI through social.”

The full report is available to download for free.

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