Why social travel sites don’t really work
Skift Take
The short answer is, "no," it doesn't work. Both for the reasons clearly laid out in Patokallio's article and because there's also already a massively successful social site that helps users get travel recommendations from friends. It's called Facebook.
Ever since Facebook set dollar signs spinning in venture capitalists’ eyes, the concept of social travel has been bandied about as the Next Big Thing in travel technology…
But the question I want to ask is: does social travel actually work? Let’s consider a simple thought experiment and find out.
Up Next
Business Travel
The State of Corporate Travel and Expense 2025
A new report explores how for travel and finance managers are targeting enhanced ROI, new opportunities, greater efficiencies, time and money savings, and better experiences for employees with innovative travel and expense management solutions.
Sponsored 
Hotels
Sandals Resorts to Launch Ad Blitz and Brand Overhaul: ‘Made of Caribbean’
Now that all the big hotel chains are muscling into the all-inclusive space, Sandals aims to stand out by reminding travelers of its Caribbean roots.
Experiences
How Gen AI Is Enhancing Guest and Employee Experiences in Hospitality
Generative AI is transforming hospitality with personalized guest experiences, optimized workforce management, and operational efficiency. Through smart rooms, predictive maintenance, and AI-driven tools like chatbots, hotels are elevating service while supporting staff.
Sponsored 
Tourism
After Overtourism: Pivoting from Traveler-Shaming to Systemic Solutions
Climate-conscious travel doesn’t mean giving up travel; it means evolving it. Climate tech has the same potential – its influence would go beyond incrementally greening individual choices, instead reshaping the entire operational system.
Online Travel
Tripadvisor to Acquire Parent Liberty Tripadvisor for $435 Million and Gain Independence
With the deal, Tripadvisor's decisions no longer have to go through Liberty Tripadvisor Holdings. Tripadvisor gets freedom to consider other deals, and gains new flexibility.