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Asia-Pacific travelers love social media, but they also love traditional travel agents

Excerpt from The Times of India

Dec 10, 2012 1:11 am

Skift Take

The mix of new school tech habits and old-school booking practices is as much about a fondness for travel agents as an opportunity for growth in India’s online booking methods.

— Jason Clampet

Free Report: India Tourism Insights Report

Free Report: The Megatrends Defining Travel in 2015

It is an interesting conundrum. While travellers from Asia-Pacific countries are more prolific than others in uploading new pictures or updating status messages on social media networking sites when on a holiday, they do just the opposite to book one. They go traditional and knock on the doors of their trusted travel agent to book a holiday or rely on travel programmes on television to decide where to holiday.

“Asia-Pacific countries lead the way in using social media to inspire, purchase and share their travel experiences. Seventy-two percent Asia-Pacific travellers said they have used social media to inspire at least one element of their recent holidays, compared to only 51% travellers globally,” according to a survey done by Text100, a communications consultancy firm. Despite this appetite for digital communication, many Asia-Pacific consumers still base travel decision on more traditional sources of influence, the survey found out. “Forty-eight percent say travel agents still help in planning their holidays, while 57% are influenced by travel television programmes,” the survey said.

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