Only one-in-three UK holidaymakers used social media when planning this year’s summer break, but the majority of those who did were likely to change their holiday choices as a result, reveals a poll by World Travel Market (WTM) this year.

A nationally-representative sample of 1,000 UK holidaymakers, all of whom had taken a summer break this year, were asked about the impact that social media had during the decision-making phase. It emerged that 64 per cent of the sample did not refer to social media sites – including reviews giant TripAdvisor – as part of their research.

For the remaining 36 per cent who did use social media, TripAdvisor was the most popular, with two-in-three (66 per cent) consulting the site. Around one-third referred to Facebook (34 per cent), one-in-five (21 per cent) looked at YouTube with 17 per cent looking at Twitter. 

Travel and tourism chat rooms and forums attracted 28 per cent of the social media users, compared with blogs which accounted for nine per cent.

WTM’s research found that 42 per cent of social media users went ahead and booked their original choice. However, more than one-third (35 per cent) changed their hotel as a result.

Other holiday components were affected, but to a lesser extent – 15 per cent changed airline; 15 per cent changed resort; 15 per cent changed the agent or operator and 12 per cent decided to visit a different country altogether.

Further analysis shows that 25-34 year-olds are the most likely demographic to use social media (46 per cent of the total sample), with 45-54 year-olds least likely (24 per cent). Looking ahead to next year, 48 per cent said that they would not refer to social media when thinking about their 2011 holiday; 24 per cent responded with a definite ‘yes’ with 28 per cent still undecided.

Fiona Jeffery, Chairman, World Travel Market said, “It’s believed social media has revolutionised the travel and tourism industry, however the findings of the World Travel Market survey would dispute this. What is clear is the general perception of a travel company or holiday resort on social media does impact on potential bookings, so companies within the travel industry need to make sure they are fairly represented on social media sites.”