Trade Shows and EventsSocial media accounts of friends and family play a bigger part in choosing holiday destinations.

No real shock: Influencers are losing their influence

Delegates at the 2021 Phocuswright Conference.
Delegates at the 2021 Phocuswright Conference.

Influencers and celebrities look away now. You’re no longer making your influence felt when people are choosing their next holiday destination.

Ahead of this year’s Phocuswright Conference from November 14-17 -where one of the key focuses will be lodging - Eugene Ko, director, marketing and communications at Phocuswright, says, “Facebook and Instagram are the most common platforms that influence travel decisions, and consumers tend to gravitate toward accounts of people they know much more so than celebrities, influencers, or destinations themselves to get ideas or inspiration for trip elements/activities.”

Ko says travellers are turning away from pandemic-era considerations when planning their stays, focusing more on sustainability, travel style and budget-related concerns.

“Age is also playing a significant role in influencing how shopping and booking is taking place; younger travellers are much more likely to reach outside of their comfort zones, over-index on OTA usage, and are more willing to make choices to enhance travel sustainability,” he says

Another conclusion: Hotels tend to be booked through either the hotel’s website, primarily to get the best price, or via an OTA, for loyalty point accrual.

In addition to the latest research, panel sessions at the Phocuswright Conference will be aimed at the hospitality industry.

More here:

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