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Friday, 14 July 2017 14:56

The Data Digest: Social Media And The Summer Getaway

The many automated “out of office” messages that return when I send emails each day are a sure sign that summer vacations are in full swing. Whether people are enjoying life unplugged or preparing for a seasonal destination, one topic seems to dominate thoughts and conversations: the leisure getaway.

The conversation that occurs between friends and colleagues is just a pale reflection of the summer-vacation-themed chatter unfolding online, as travelers turn to social media to plan their itineraries. Forrester Data’s Consumer Technographics® insights reveal that nearly a fifth of US leisure travelers referenced travel-focused blogs, communities, or review sites to research their recent flight tickets, rental cars, and hotel accommodations. In fact, data shows that parents of young children who are in the throes of last-minute vacation prep are especially reliant on social channels: 26% reference peer-generated content before booking accommodation, and over a fifth do so when reserving an airline ticket or renting a car.

So, what are the social-savvy summer vacationers talking about this year? Taking the pulse of social listening data reveals the most passionate elements of current conversations: