Social networks don’t close for holidays

If there is one word perfectly associated with holidays, it is “disconnection”. Except on social networks! The walls and timelines don’t rest even during the summer period.



We have reached the point where if you go on holiday you’d be less alarmed to forget your swimming costume than your mobile. As Hootsuite tells us, of the 7.593 million people in the world, 4.021 million use the Internet daily for a total of six hours a day, of which 68% are connected through their smartphones. With these figures it’s unsurprising that these devices not only share users’ most anticipated moment of the year, but also accompany users before and even after the choice of destination, becoming an essential tool in the entire process of making decisions.

Thus, although we might be at the tail end of the summer period, it won’t matter who’s come back from their holiday, who’s still away or who has yet to go, social networks will continue to suggest experiences and make recommendations appropriate to this time of year. This is shown by the infographic from the advertising agency MDG Advertising that reveals that 30% of tourists from the United States use social networks to find inspiration for their next trips, 74% of travellers use these channels while on holiday and 40% of English millennials consider what will look better on their timeline when they are choosing their destination.

Looking at the latest data perhaps this phenomenon of the digital transformation of the tourism sector could be attributed to purely generational factors but, although it is true that the so-called generation Y (as well as subsequent generations) have grown up during the digitalisation boom, the technological development of tourism pays no attention to age. As the latest report from the Community Statistical Office, Eurostat, shows, “online bookings were more common among users of between 65 and 74 years of age (49%) than among those between 16 and 24 years old (40%)”.


And while there will be many people who lament this reality, interpreting it as the growing need to portray and share experiences in social networks instead of enjoying them (or what Guardian columnist Rana Dasgupta has defined as “producing our own obituary”), the most positive, and realistic, interpretation is that within social networks, tourism businesses are always in high season. Therefore, if you have an accommodation business or commercial establishment, the question you should ask is: Do I know how to take advantage of this scenario? With INNOVATUR you can seek advice on this and other areas to make your business more competitive, all you have to do is sign up for the free expert assistance offered by this tourism renovation project.



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