Throughout vacation planning, especially the advice and ratings and the comparing prices and features stages, significantly more Millennials consider social media advertising or posts from friends and family or travel destinations and service providers than their older counterparts, according to MMGY Global's 2015 Portrait of American Travelers.
In fact, Millennials are increasingly turning to social media for more than simply sharing travel experiences with their network of friends and family. What they view on these networks is also influencing where they vacation. Compared to older generations, Millennials are significantly more likely to be influenced by what they read and see on social media. Destination marketers should take note of this important insight and be sure to develop content strategies that address this emerging phenomenon.