Social media influence remains weak in travel

A study by Conrad advertising seems to confirme that travellers remain most influenced by travel websites rather than social media sites. Nowadays social media sites are very popular and trustfull,  travellers still faithfull to other source of holiday recommendations.

Accrording to the study the most important sources of information are:
- television
- newspapers
- travel websites

I think travel industry shoud not underestimate the power of social media. We don't have to forget that a few years ago, travellers could not even imagine to book a travel online, whereas most of 54% of the surveyed people prefer to book their travel online thanks to the ability to compare prices.

Travel industry should use social media as the most important way of sharing information, people experience and not just like advertisement. I believe social media will be a powerfull tool in the travel industry if it is well manage.