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Canada and the Social Media Travel Revolution

Photo: Rasmus Andersson

By Waheeda Harris

The planet has embraced Web 2.0: we’re on Facebook, Twitter and YouTube every day, and according to Swedish website Tripl, all this connectivity is having a major impact on the travel industry.

In its latest survey, The Social Travel Revolution, Tripl found 72 percent of the social-media obsessed are sharing their experiences daily while travelling and 50 million reviews of 495,000 hotels have been written by travellers for popular Web site TripAdvisor.com.

Canadians, in particular, are at number eight out of ten in the Social Travel Country index—showing that we’re pro-Internet, engaged in social media, travelling and welcoming tourists.

And according to MarketWatch columnist Bill Mann, Canadians are more Web-obsessed than Americans: 83.1 per cent of us are on Facebook, compared to 71.5 per cent in the United States; 13.7 per cent are on Twitter, compared to 11.7 percent in the US; and 71 per cent of us spend time on YouTube at least once a month, a higher use percentage than any other country in the G7.

Social media is an effective way to communicate with travellers says the Tripl survey: 69 per cent of travel companies have seen growth via Facebook and 46 per cent via Twitter. And according to a recent Ipsossurvey, social network recommendations influence 56 per cent of Canadians, especially in the age group of 18-34. These numbers suggest that Canadian travel companies, especially, have ample opportunity to expand their business via social media networks.

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