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Social media not influencing travel

Social media is not influencing people's travel as much as first thought.

Research conducted by the CMO Council on the third quarter of 2018 has found that it is rather "safety and security" that people are focused on opposed to what's happening on social media.

They wrote in the introduction to their report: "Travel and tourism generated $1.6 trillion in bookings in 2017 and now accounts for over 10 percent of global GDP. Technology and service innovations are making it easier and cheaper to discover, reach and enjoy travel destinations. Destination marketers seeking to capitalize on the surge of global travel take note: travelers are still looking for the best deal, but also want a personalised experience. When planning their next journey, it's still all about "me" as travelers are less likely to be influenced by the social crowd and more moved by their own special interests, safety and security, according to new research conducted by the CMO Council in Q3 of 2018."

The research found that there are different types of "personas" when it comes to travel - with 31 per cent of people considering themselves the "well-informed planner" with 25 per cent dubbing themselves easy going and flexible and 22 per cent of people are travelling on a budget.

They added in their report: "Beliefs, values and interests are influencing where, how and why people travel. While deals, specials and promotions are driving desire and action, visually enriched and personalized digital content channels are making travel experiences more alluring and exciting. Engaging with travelers by offering them specialised deals and promotions to the areas that best align with their interests will get them to book."

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