1. This case study explores the top places Social Media users
want to go on holiday, the things they want to do, and the
countries that talk about it most – giving brands in the tourism
industry key insights for strategic decision making
CASE STUDY
WHAT SOCIAL MEDIA CAN TELL YOU ABOUT
ATTRACTING MORE GLOBAL TOURISTS

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Previously driven by developed economies and considered a
luxury for the others, today, leisure travel has become one of
the fastest growing sectors worldwide – greatly affecting
both the economic and social spheres of a nation.
INTRODUCTION
To analyse online conversations around holidays to
gauge the top countries generating conversations
around this topic, most preferred consumer
destinations and the activities associated with these
places.
RESEARCH OBJECTIVE & METHODOLOGY
For any player (ranging from airlines to tour operators) looking to make a mark in the
tourism industry, it is essential to measure and analyse consumer preferences and
formulate strategies accordingly. For this very reason, statistics around the travel
industry are widely available – detailing where consumers went, where they came
from, what they did, how much they spent, etc.
This case study aims to to explore holiday preferences among social media users
based on real-time comments – giving brands immediate, actionable insights.This
intelligence, if gathered on a frequent basis, can help identify target markets, and
action quick changes to offer strategies, marketing activities, etc for players within this
industry.
Keywords representative of the industry were set up within our proprietary webfluenz tool,
and global online conversations in English were tracked, across social media platforms.
Note: U.S.A and U.K., with their high number of English speaking social media users,
generated the most conversation around the holiday space
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Fig 1: Social media’s most preferred countries to holiday in, and the reasons for visiting
UNITED KINGDOM2
SPAIN5
FRANCE3
AUSTRALIA4
UNITED STATES OF AMERICA1
Mention in %
Max Min
TOP HOLIDAY DESTINATIONS: MOST PREFERRED
COUNTRIES & REASONS FOR VISITING
• English speaking social media users
are most likely to want to visit other
English speaking countries (U.S.A,
U.K., Australia)
• While there are commonalities across
top destinations (beaches, museums,
landscapes) some attractions are
unique, like Disneyland for USA,
cuisine for France, historical sites for
U.K.
OBSERVATIONS IMPLICATIONS
• An element of convenience / familiarity
needs to be conveyed while promoting
certain destinations to these users
• Promotions for beach destinations will
likely receive the most traction. Offer
strategies for flights, stay and
attractions can be modeled
accordingly
• Beaches are a popular draw for
almost all the most preferred
countries
• Offer packages can be designed to
appeal to broader preferences like
beaches, while highlighting the
location's differentiating factors within
the marketing communication
Food &
Restaurants
Biking Museums
LEGEND:
National
parks
Beach Historical
sites
Disney
parks
Churches LandscapesParties
3

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• Inclination towards local travel is high -
most social media users are planning
holidays to destinations within their
country itself or to neighbouring
countries
TOP HOLIDAY DESTINATIONS: IDENTIFYING TARGET
MARKETS FOR TOP COUNTRIES
OBSERVATIONS IMPLICATIONS
• With the increasing number of foreign
travellers, care needs to be taken to
ensure that local travellers are not
sidelined. There is an existing desire
for local & regional travel - marketing
communication and offerings need to
be put out to tap into this demand
UNITED KINGDOM2UNITED STATES OF AMERICA1
SPAIN5FRANCE3 AUSTRALIA4
UNITED KINGDOM
UNITED STATES
OF AMERICA
INDIA
INDONESIA
SINGAPORE
UNITED STATES
OF AMERICA
UNITED KINGDOM
INDONESIA
AUSTRALIA
CANADA
UNITED KINGDOM
UNITED STATES
OF AMERICA
FRANCE
IRELAND
SINGAPORE
UNITED KINGDOM
UNITED STATES
OF AMERICA
SINGAPORE
NEW ZEALAND
AUSTRALIA
UNITED STATES
OF AMERICA
UNITED KINGDOM
CANADA
IRELAND
SPAIN
Fig 2: Identifying where visitors to these Top Countries are likely to come from,
based on social media buzz volumes
• Asia Pacific countries do not appear
to have much attraction for European
destinations – UK being the
exception, given its attraction among
Indians, Indonesians and
Singaporeans
• Understanding preferences among the
Asia Pacific region will help align travel
marketing strategies with the needs of
these regional travellers
Home country Neighbouring country OthersLEGEND:
4

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TOP HOLIDAY DESTINATIONS AMONG ASIA PACIFIC
SOCIAL MEDIA USERS
• Asia Pacific also shows a demand for
local travel / home countries
OBSERVATIONS
• Need to promote local tourism remains
high even within the Asia-Pacific region;
further explore social media
conversations to target specific
attractions / destinations within each
country to promote via offers, etc
IMPLICATIONS
• Majority of the other most-wanted
destinations are not exotic, faraway
locales, but neighbouring countries,
likely driven by familiarity and short
travel time
• Marketing content and tourism offerings
need to be put out, specifically targeting
countries within the region itself
• At the same time, education &
awareness of foreign markets,
accompanied by attractive deals / offers,
should be used to promote travel outside
the region
Ma
x
Mi
n
1. INDONESIA
3. SINGAPORE
2. AUSTRALIA
TOP DESIRED
DESTINATIONS-
TOP DESIRED
DESTINATIONS-
TOP DESIRED
DESTINATIONS -
• Bali
• Indonesia
• Singapore
• Thailand
• Malaysia
• Japan
• Thailand
• Malaysia
• Japan
• Indonesia
• Singapore
• Florida
• Las
Vegas
• Australia
• USA
• Indonesia
• New Zealand
• London
• Sydney
• Melbourne
• Perth
Home country Neighbouring country OthersLEGEND:
Fig 3: The top Asia-Pacific countries talking about holidays, and their most desired destinations
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Fig 4: The top ten cities / states, their most talked about activities / features, and the geographies
from where people want to travel
A : Most talked about activities
C : Author source countries
LEGEND:
Food &
Restaurants
Biking Museums National
parks
Beach Churches
Historical
sites
Disney
parks
LandscapesPartiesShopping Picaso
Exhibit
Hiking Casinos Eiffel
Tower
CultureTimes
Square
• Most top cities were from the traditional
tourist hotspots of U.S.A. and Europe
OBSERVATIONS IMPLICATIONS
• Traditional tourist hubs still remain the
most desired, despite the emergence of
new destinations
• There is space to further promote
Southeast Asian destinations, as they
are yet to gain traction among a global
audience
• These locations are considered cultural
capitals, an aspect critical to their
marketing communication
TOP HOLIDAY DESTINATIONS: MOST PREFERRED
CITIES / STATES
CALIFORNIA2
A:
C:
PARIS3
A:
C:
LONDON4
A:
C:
HAWAII5
A:
C:
A:
C:
VEGAS6
NEW YORK7
A:
C:
BALI8
A:
C:
ROME9
A:
C:
CHICAGO10
A:
C:
FLORIDA1
A:
C:
• Bali was the only Asian city to feature in
this elite group, driven by buzz around
it’s serene beaches and landscapes
• Historical sites, churches and culture,
are associated more with European
cities of Paris, London and Rome
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CONCLUSION
Insights drawn from this paper can be segregated into the following business areas -
MARKETING COMMUNICATION
• Marketing content and tourism offerings need to be put out, specifically targeting
countries within the region itself
• At the same time, education & awareness of foreign markets, accompanied by
attractive deals / offers, should be used to promote travel outside the region
• Consumers are comfortable going to destinations close by or that speak the same
language - implying that when promoting destinations, an element of convenience
and familiarity needs to be conveyed
• Communication needs to appeal to broader preferences like beaches, but highlighting
the location's differentiating factors is critical
• Appropriate marketing communication needs to be used to tap into the existing desire
for local & regional travel
• Southeast Asian destinations are yet to gain traction among a global audience - there
is space to further promote tourism to the region, globally
LEAD GENERATION
• Given the existing desire for local travel, the home country and countries with the
region are ideal target bases for the tourism industry.
• Asia Pacific countries do not appear to have much attraction for European
destinations; sticking to talking about travelling within the region itself. However, U.K.
was an exception, and was perceived as an attractive destination by Indians,
Indonesians and Singaporeans
OFFER STRATEGY
• Beaches are a popular draw for almost all the most preferred countries - hence
promotions for such destinations will likely receive the most traction
• Offers, flights, packages tailored to the needs of intra regional (or neighbouring) and
local population need to be put out
• Offers around local attractions that highlight the location's differentiating factors (like
culture, food , historical monuments, theme parks, etc) is a crucial strategy to attract
consumers
7

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