SHARETHIS TRAVEL STUDY

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TRAVEL IS A HIGHLY SOCIAL TOPIC

10%

10% of users share content related to trips and

vacations to their social networks.

40%

On average, each share of travel content generates 18 click-backs; 40% more than other types of shares.

Those who are in the process of planning a trip* are even more likely to share and engage with travel content:

19% Amount of users in the planning phase who share travel content

25 Average number of times a travel planner will click on travel shares

* i.e. who are actively searching and browsing through content containing vacation ideas, airfare and lodging accommodations, or travel tips

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THE TRAVEL LANDSCAPE TOPICS # of sharers

DESTINATIONS # of sharers

People are actually quite social about trip logistics. Deals, airfare, and lodging are the most shared topics:

International travel drives social activity in the US, led by the UK, Australia, and New Zealand:

Budget Travel

Air Travel

Hotels

Traveling with Kids

Camping

Business Travel

Honeymoon

Adventure Travel

Bed & Breakfast

Cruise

2,688K

2,028K

1,513K

611K

519K

399K

180K

93K

54K

49K

United Kingdom

Australia & New Zealand

India

Japan

South America

Mexico & Central America

Africa

Eastern Europe

France

Caribbean

1,750K

1,056K

764K

747K

677K

643K

568K

280K

200K

156K

TRAVEL PLANNERS (clickbacks)

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SOCIAL CHANNELS Sharing about travel generally takes

place on Facebook and Twitter.

DEVICES When browsing and researching travel content,

users tend to stick with their desktops.

TRAVEL SHARERS

other

69%

53% 11%

10%

10%

14%

6%

12%

5%

3%

6%

Travel sharers are also active bloggers, using channels like Blogger or Tumblr twice as often.

However, when researching and planning their trips, users most often engage with (click back on) content

shared through Pinterest, Blogger, and email.

SHARING BROWSING

Smartphone Tablet Desktop

41% 26%

13%

10%

49%

60%

When sharing, however, they favor mobile devices, smartphones in particular.

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SEASONALITY Travel sharing is subject to seasonal spikes, but ultimately ramps up throughout the year and peaking just before the holidays.

Jan Feb Apr May Jul Aug Oct Dec

Spring Break

Summer

Holidays

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DEMOGRAPHICS

AGE Millennials are more inclined to share about their travels – 35% of total travel sharing came from users aged 18-35, compared to only 22% of general sharing.

5%

9%

17%

25%

21%

20%

25%

23%

21%

16%

11%

6%

Average Sharers

Travel Sharers

18-25 26-35 36-45 46-55 56-65 65+

GENDER While browsing travel content tends to be taken on

by men and women equally, sharing is

overwhelmingly driven by women.

55% 45%

71%

29% Female Male

TRAVEL SHARERS

TRAVEL PLANNERS

ETHNICITY Asian and Hispanic audiences are the most

actively engaged with travel content.

ENGAGEMENT WITH TRAVEL vs. OTHER CONTENT:

-29%

+48%

+1%

+26%

African American

Asian

Caucasian

Hispanic

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DAYPARTS Travelers share and socialize earlier in the day, but leave planning and research to the evenings:

0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00 0:00

Travel Planners (search, click) Travel Sharers

N

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GEOGRAPHY Travel sharing is most active in coastal states and metropolitan DMAs:

TRAVEL-RELATED SHARING ACTIVITY (indexed vs. general sharing)

New York +62%

California +49%

TOP CITIES

New York, NY

San Francisco, CA

Los Angeles, CA

Austin, TX

San Jose, CA

Washington DC

New Jersey +51% Connecticut +48% Massachusetts +37%

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TAKEAWAYS & RECOMMENDATIONS

TRAVELERS ARE A VALUABLE SEGMENT

Travelers are active, engaged, and influential

sharers, especially when in the process of

planning a trip. Regardless of your objective,

identify and activate this audience to amplify

your messaging.

DIVERSIFY YOUR CHANNELS

Facebook is the main forum for travel, but

users engage with Pinterest and Blogger more

actively when in the planning phase. Spread

out your media strategies accordingly to

reach users at the height of engagement.

KNOW YOUR AUDIENCE

Millennials, women, Hispanics, and Asians are

the most social travel sharers. Align with such

demographics when looking to activate the

valuable travel audience.

CONTENT ALIGNMENT IS KEY

Certain topics, like budget and international

travel, drive more social buzz than others. Align

your media delivery with such content to

unlock additional value from travel sharers.

THANK YOU

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