Would social media change your vacation plans?

If not, you're not alone - a new survey by US travel analyst Ypartnership has suggested that despite the multitude of travel brands using social media, travelers are still reluctant to take advice from Facebook or Twitter.

Ypartnership's annual survey of American respondents revealed that fewer than one in ten active travelers said that the content to which they had been exposed on social sites has had any significant influence over their choice of destination or brand.

This means that for all of the effort being put into Facebook functionality by brands such as Easyjet and KLM, Twitter usage by almost every major hotel brand and even dedicated social networks such as Fairmont's Everyone's An Original, travelers still prefer traditional channels when it comes to trip planning.

Ypartnership said that the credibility of social media content is low, relative to the other information sources often used by travelers.

When asked, the vast majority of respondents to the 2010 survey said that they were most confident in the information they received from family and friends.

More than half (57 percent) said they had confidence in travel guidebooks, before turning to websites - 53 percent said online advisory guides, and 46 percent said company or destination websites.

Only 19 percent said that they had confidence in information found on Facebook or Twitter, and only 14 percent had confidence in YouTube.

The Ypartnership data contradicts a widely held assumption that social media is playing an ever-increasing role in travelers' decision-making process - "very few" respondents mentioned that their primary motivation for using social media one was of a commercial nature.

However, with studies such as that released by the World Travel Market earlier in November giving a distinctly more upbeat assessment, it's a fair bet that companies will still be trying to woo consumers with social media.

You can vote for your favorite travel brands in social media at Gadling's "superstars in social media and travel poll at http://www.gadling.com/2010/11/29/vote-on-the-gadling-2010-superstars-in-social-media-and-travel/.

http://www.ypartnership.com

Have you tried new the Independent Digital Edition apps?
Travel
ebookHow to enjoy the perfect short break in 20 great cities
Independent Travel Videos
Independent Travel Videos
Simon Calder in Amsterdam
Independent Travel Videos
Simon Calder in Giverny
Independent Travel Videos
Simon Calder in St John's
Independent Travel Videos
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Travel

    Recruitment Genius: Web Developer - Junior / Mid Weight

    £15000 - £25000 per annum: Recruitment Genius: To support their continued grow...

    Recruitment Genius: Transportation Contracting Manager

    £33000 - £38000 per annum: Recruitment Genius: A global player and world leade...

    Recruitment Genius: Hotel and Spa Duty Manager

    £18000 - £24000 per annum: Recruitment Genius: If you are friendly, sociable, ...

    Recruitment Genius: Payroll and Benefits Co-ordinator

    £22300 per annum: Recruitment Genius: This museum group is looking for a Payro...

    Day In a Page

    Greece says 'No': A night of huge celebrations in Athens as voters decisively back Tsipras and his anti-austerity stance in historic referendum

    Greece referendum

    Greeks say 'No' to austerity and plunge Europe into crisis
    Ten years after the 7/7 terror attacks, is Britain an altered state?

    7/7 bombings anniversary

    Ten years after the terror attacks, is Britain an altered state?
    Beautiful evening dresses are some of the loveliest Donatella has created

    Versace haute couture review

    Beautiful evening dresses are some of the loveliest Donatella has ever created
    No hope and no jobs, so Gaza's young risk their lives, climb the fence and run for it

    No hope and no jobs in Gaza

    So the young risk their lives and run for it
    Fashion apps: Retailers roll together shopping and social networking for mobile customers

    Fashion apps

    Retailers roll together shopping and social networking for mobile customers
    The Greek referendum exposes a gaping hole at the heart of the European Union – its distinct lack of any genuine popular legitimacy

    Gaping hole at the heart of the European Union

    Treatment of Greece has shown up a lack of genuine legitimacy
    Number of young homeless in Britain 'more than three times the official figures'

    'Everything changed when I went to the hostel'

    Number of young homeless people in Britain is 'more than three times the official figures'
    Compton Cricket Club

    Compton Cricket Club

    Portraits of LA cricketers from notorious suburb to be displayed in London
    London now the global money-laundering centre for the drug trade, says crime expert

    Wlecome to London, drug money-laundering centre for the world

    'Mexico is its heart and London is its head'
    The Buddhist temple minutes from Centre Court that helps a winner keep on winning

    The Buddhist temple minutes from Centre Court

    It helps a winner keep on winning
    Is this the future of flying: battery-powered planes made of plastic, and without flight decks?

    Is this the future of flying?

    Battery-powered planes made of plastic, and without flight decks
    Isis are barbarians – but the Caliphate is a dream at the heart of all Muslim traditions

    Isis are barbarians

    but the Caliphate is an ancient Muslim ideal
    The Brink's-Mat curse strikes again: three tons of stolen gold that brought only grief

    Curse of Brink's Mat strikes again

    Death of John 'Goldfinger' Palmer the latest killing related to 1983 heist
    Greece debt crisis: 'The ministers talk to us about miracles' – why Greeks are cynical ahead of the bailout referendum

    'The ministers talk to us about miracles'

    Why Greeks are cynical ahead of the bailout referendum
    Call of the wild: How science is learning to decode the way animals communicate

    Call of the wild

    How science is learning to decode the way animals communicate