The 21st century is definitely the golden age of social networks, with their proliferation and the advent of new professions. Instagram, TikTok and Facebook are just some of the tools now available to the tourism industry. These professionals can also call on travel influencers to perfect their communication on the networks. According to a study published by Photobox, 36% of French people use these platforms as a source of inspiration when choosing a destination.
Ever more popular networks
According to Atlas VPN, people spend an average of 2 hours and 24 minutes a day on social networks. A figure that is steadily increasing as time goes by, with more and more addictive platforms. All these networks have taken over the tourism sector and revolutionised the way we travel.
"Instagram has clearly changed the way we travel. This social network has amplified or even created the desirability of certain sites," stresses Eric La Bonnardière, founder of the Evaneos travel agency. The role of this network is such that it has given rise to a new word: "instagrammable". It's a term that refers to an aesthetically pleasing location that is perfectly suited to taking beautiful photos for the networks.
According to a study by Booking, 32% of its users say they prefer instagrammable establishments. This figure rises to 42% among the French when it comes to their chosen destination, according to a study published by eDreams Odigeo.
Millennials are even more attentive to this factor, with a share of 59%. "This generation has evolved with social networks, so they are more receptive and sensitive to their role," explains eDreams Odigeo.
The rising star of social networking, TikTok, needs no introduction today. With 1.7 billion active users worldwide, the platform has rapidly established itself as a leading promotional tool, particularly in the tourism sector. The travel hashtag has 6.7 billion views, while #TravelTok has more than 9.9 billion views.
77% of its users say that TikTok has played a role in inspiring them to discover a destination. What's more, 50% have booked a holiday after seeing published content, and 74% of these bookings were unplanned.
The role of the network in the travel industry has also intensified since 2021. According to a study published by TikTok, the...
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