The power of social networks on consumers’ travel choices

Social media platforms are known as important communication channels where people can connect. These powerful tools have changed the branding, marketing and sales process for most firms, especially those in the travel, tourism and hospitality industries.

While the reliability of the content posted on these platforms is contested, it has power over consumers’ travel choices. Indeed, many people feed on the information shared on this platform to decide what services and products to buy. Let’s discuss the extent that these social media platforms influence consumer travel purchases.

How do social networks affect consumers’ travel purchases?

The power of social networks on consumers when shopping for travel purposes is huge. Here are some ways they influence people:

Build product awareness

Social media impacts how consumers think about travel purchases. Since over 90% of travelers are on one social media platform or the other, whenever they need any product, that canal is the solution.

They look for reviews, forums and people’s suggestions when considering purchasing a product.

Social proof as a force in making consumer decisions

With social media, there is a social proof that has evolved when making the right travel decisions. Many travel products consumers are influenced by the people who are close to them.

Because people tend to praise products that they like, this has a way of rubbing off on others. When reviews are shared, liked or commented, it shows KPIs and conversion rate.

Reward, promotions and discounts are shared on social media

Another way social media platforms influence consumers’ travel choices is when they see promotions, deals and bonuses on social media.

Everybody loves freebies, so the best way to show people is via those canals. 70% of travelers wait to see if a product has discounts online before they purchase it.

These social media platforms give brands, firms and other businesses the opportunities to connect with billions of active people on social media.

Social media influencers

Consumers will likely make buying decisions based on suggestions and recommendations from someone reliable. These media communities are avenues where content quality by influencers is used to get more traffic to their page.

According to CNN, 51% of consumers are likely to base their travel decisions on social media influencers. If a top musician, artist or footballer recommends a club, resort or jewelry, there is a high chance it will receive good patronage.

Social networks that inspire consumers

Using social media with good content quality can be a good decision for brands. Here are some platforms to consider:


Facebook is a nice platform that many influencers use. The impact of this platform when it comes to purchases is felt more on the older generation. Images are clear, and this network offers a business section where you can market products to your customer.


Twitter is a community that gives inspiration to many people when it comes to making the right buying decisions. It’s popular among millennials, who like the freedoms it gives.


When consumers are making travel plans, many come to Instagram to seek reviews of tickets and cheap purchases. The engagement rate on this website encourages many influencers and brands to use them.

Social media platforms are communities where people are heavily influenced when making travel decisions that can benefit them.

Travel Influence Guide 2023

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