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Strategic Intelligence: Social Media in Travel & Tourism (2025)

Publisher GlobalData
Published Aug 11, 2025
Length 68 Pages
SKU # GBDT20349621

Description

Strategic Intelligence: Social Media in Travel & Tourism (2025)

Summary

This report analyzes the key theme of social media in the travel and tourism sector. Social media is taking on importance as travel companies look to tackle disruptive travel trends and improve customer experience. This report provides an insight into key trends, challenges, and recommendations, as well as providing concrete case studies to help the reader see examples of the impact social media has in travel and tourism.

This report takes an in-depth look at the theme of social media and the impact it has on the travel and tourism industry. This report analyzes the players impacted by this theme alongside the contributing trends, negative destination trends, unintended opportunities, and trends that have emerged as a result. It then dives deep into an industry analysis, presenting several real-life case studies looking at how destinations and companies have responded to the impact of this theme on their operations. Recommendations are then offered for the travel sector, alongside a description of companies mentioned throughout. This report focus is on social media within the tourism industry.

Scope
  • This report provides an overview of the impact social media has on the travel sector and seeks to understand some of the contributory factors. The key trends within this theme are split into three categories: technology trends, macroeconomic trends, and regulatory trends. Several case studies are included to analyze the multiple ways countries and companies have responded to the impact of this theme’s growth and what they are doing to grow with this theme.
Reasons to Buy
  • Understand the impact of social media on the tourism industry, using case studies to help you understand how you can adapt and understand this theme.
  • Assess the strategies that companies are adopting to succeed in social media.

Table of Contents

68 Pages
Executive Summary
Players
Thematic Briefing
The blurred boundaries of social media
Online advertising generates the bulk of the social media industry’s revenues
Social media must differentiate to compete
Network effects can be a barrier to entry
Decentralized apps are rising while super-apps are falling
Trends
Technology trends
Macroeconomic trends
Regulatory trends
The Impact of Social Media on Travel & Tourism
Direct customer engagement
Enhanced marketing and promotion
Influencer marketing and user-generated content (UGC)
Destination discovery and inspiration
Real-time travel updates and crisis management
Management of reputation and online reviews
Collaborations and partnerships
Benchmarking and competitor analysis
Travel & Tourism Challenges
Information overload
Negative publicity and viral backlash
Misleading information and fake reviews
Keeping up with trends and algorithms
Customer service demands
Maintaining authenticity and trust
Industry Analysis
Market size and growth forecasts
Case studies
Experience Gold Coast’s ‘#LOVEGC’ Campaign
Southwest Airlines’ ‘Transfarency’ Campaign
Tourism New Zealand’s ‘Everyone Must Go’ Campaign
Timeline
Value Chain
Content layer
Consumer profile data
User-generated content
News
Film and TV
Games
Distribution layer
Social networks
Discussion forums
Media sharing sites
Consumer review networks
Sharing economy companies
Messaging services
Data layer
Data integration
Data aggregation
Data processing
Data storage
Data validation
Data governance and security
Services layer
Internet advertising
Online payments
Ecommerce
Customer layer
Consumers
Brands
Influencers
Companies
Public companies
Private companies
Travel & tourism companies
Sector Scorecards
Travel intermediaries sector scorecard
Who’s who
Thematic screen
Valuation screen
Risk screen
Further Reading
GlobalData reports
Our Thematic Research Methodology
About GlobalData
Contact Us
List of Tables
Table 1 Technology trends
Table 2 Macroeconomic trends
Table 3 Regulatory trends
Table 4 Public companies
Table 5 Private companies
Table 6 Travel & tourism companies
Table 7 GlobalData reports
List of Figures
Figure 1: Who are the leading players in the social media theme, and where do they sit in the value chain?
Figure 2: Social media use has proliferated since 2010
Figure 3: The social media business model relies on harvesting customer data to target ads
Figure 4: Instagram holds the majority of the market share by total posts among social media platforms
Figure 5: The social media story
Figure 6: The social media value chain
Figure 7: The social media value chain - Content layer
Figure 8: The social media value chain - Distribution layer: Social networks
Figure 9: The social media value chain - Distribution layer: Discussion forums
Figure 10: The social media value chain - Distribution layer: Media sharing sites
Figure 11: The social media value chain - Distribution layer: Consumer review networks
Figure 12: The social media value chain - Distribution layer: Sharing economy companies
Figure 13: The social media value chain - Distribution layer: Messaging services
Figure 14: The social media value chain - Data layer: Data integration
Figure 15: The social media value chain - Data layer: Data aggregation
Figure 16: The social media value chain - Data layer: Data processing
Figure 17: The social media value chain - Data layer: Data processing
Figure 18: The social media value chain - Data layer: Data validation
Figure 19: The social media value chain - Data layer: Data governance and security
Figure 20: The social media value chain - Services layer: Internet advertising
Figure 21: The social media value chain - Services layer: Online payments
Figure 22: The social media value chain - Services layer: Ecommerce
Figure 23: Who does what in the social media space?
Figure 24: Thematic screen
Figure 25: Valuation screen
Figure 26: Risk screen
Figure 27: Our five-step approach for generating a sector scorecard

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