The findings from Accor Asia Pacific's second Social Media Monitor suggests that travellers are spending as much time researching, planning, boasting about and reporting on their travels as they do enjoying the actual holiday.
The survey discovered that 70% of travellers across Asia Pacific now use social media when they travel, with those from China (84%), Vietnam (83%) and Indonesia (82%) being the most active users.
On average, travellers are spending 2.8 hours per day on social media platforms, with the Indonesians, Malaysians and Thais all spending around 4 hours daily.
Accor worked with ORC International to survey over 6500 travellers across 13 countries to uncover which sites and platforms are most important to its guests across Asia Pacific.
Accor’s vice president digital marketing & distribution Jens Uwe Parkitny has said, “Social media has become all-pervasive in the travel industry as we can see from the results of the latest Accor Hotels Social Media Monitor.”
“This survey provides great insight into where our guests are looking for inspiration for their travels, how they engage with social media during their stay and how they share their experiences afterwards…We can then use this information to meet their needs at each stage of the customer's journey.”