Social networks in the tourism sector

One of the areas on which social networks have had the greatest impact is tourism. While some time ago the choice of a travel destination was influenced by friends, relatives or photos of catalogs proposed by travel agencies, today this choice is dictated by what you see or read on social media.

In a short span of time, the web has undergone a huge evolution and with it also its ways of use by users. This evolution has led to the appearance of those who take the name of “social networks”. These are online platforms that people access, creating a “community” where they can exchange messages and share photos and videos.

How have social networks changed people’s lives?

In recent years, social networks have become increasingly important in people’s lives. Most users use social media as a means of information, to read news conveniently and quickly from their pc or smartphone. The importance of social networks is also in their ability to influence the tastes and choices of their users through the sharing and exchange of information. Social media, such as Facebook, Instagram and Tik Tok are therefore seen as a place to research opinions and to draw inspiration from.

How do social media influence the choice of a trip?

Social users have the opportunity to share with other users the most beautiful moments and places of a trip and, at the same time, many people through social discover new destinations to reach. Travelers and tourists from all over the world are able, via social media, to save, share and recommend the places they most prefer, helping others to plan their vacation. This phenomenon, which is based on the sharing of photos, videos and stories of travel experiences, is called “social tourism“.

The transformation of users

Users have become more independent and able to create and share content, exchange reviews and information. They organize their trip directly online, without having to go to physical agencies, based on reviews of other travelers. This is why most of the accommodation facilities, tour operators and airlines have had to adapt to the new Digital Age. They became part of the virtual world through the promotion of their business and the creation of sales channels on social media. In fact, they have arisen the so-called OTA (online travel agencies); among the most famous there are Booking.com, Expedia, Airbnb and Trivago, which, in exchange for a percentage, act as an intermediary between the providers of tourist services and customers. 

New opportunities for tourism promotion

It is now established that the booking of holidays takes place above all online. Social networks therefore give the opportunity to expand tourism promotion and they are able to revolutionize the decisions of tourists. For this, the use of social media has become essential for all tourism operators – from travel agencies to restaurants, from accommodation facilities to tourist guides – in order to promote destinations and attract customers, increase visibility and engage audiences effectively.