A YouGov poll commission by UK travel trade body Abta has found Facebook to be among the least influential platforms for holidaymakers when it comes to their choice of trip.
A multiple choice question asking what inspires most when choosing a holiday, ‘Facebook photos from family and friends’ got just a 6% of response rate.
However ‘recommendations from family and friends’ came out top with a 45% response rate ahead of ‘travel company websites or brochures’ with 36%.
The poll was commissioned to coincide with a £4 million 2012 domestic holidays advertising campaign from the government. Government advertising generated only a 4% response rate.
YouGov polled 2,000 British adults online at the beginning of March.
The survey appeared to show the dwindling influence of traditional advertising media like newspapers/magazines and television, which polled 16% and 7% respectively.