Immediate Future unveils research report for travel conversations on social media

‘We know what you did last summer…’ report by Immediate Future

With the end of 2018 fast approaching and marketing departments within the travel industry gear up for holidays in 2019, Immediate Future has released a research report targeting travel conversations on social over the past twelve months using Brandwatch.

The ‘We know what you did last summer…’ report, aims to give a snapshot of trends and insights for travel brands to consider when preparing for next year’s social activity and highlighted 30 million mentions on social this year, with holiday conversations in Instagram up 213% this summer while tweets about holidays rose by 93% in the UK.

Brands should no longer use one post across all social channels, according to the study, instead developing clear and concise differentiation between social channels. The data revealed that social media users don’t just share holiday intentions and activity with friends and family, they actively include them in the social conversation.

Katy Howell, chief executive officer at Immediate Future, said: “Previous data showed that the majority of holiday conversations happened in social while people were on holiday. It seems that this year, it’s all change. There are more conversations prior to buying a holiday. Of course, the beach selfie and sunset are still important, but the conversations have grown to include consideration, evaluation and purchase phases of the buying journey.

“To succeed, travel brands need stand-out. But that’s more than just creative executions. Personalised content is essential. Brands need to understand, in detail, the way in which customers buy, and the impact that social has at every stage of the buying journey.”

The report can be downloaded for free here.

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