Research from EyeforTravel clearly highlights that social media is becoming an increasingly important marketing channel for travel brands. While search engine (29%) and email (28%) still lead the way, social media (20%) is fast playing catch up.
It seems worth it too; half of brands say they have achieved direct bookings as a result of social media. And interestingly an impressive 61% of travel brands say they are going to increase their investment in social media over the coming months.
That budget is going to have to come from somewhere but the good news is PR budgets have fallen by nearly a quarter as a result of social media campaigns.