1.
IMPACT OF SOCIAL MEDIA
AND INTERNET
TO THE TRAVEL INDUSTRY
By Joris Satyadharma

2.
Rapid Growth of Global
Online Population
Source: Internet World Stats, June 2012

3.
Distribution of Worldwide
Internet Audience
Source: comScore Media Metrix, March 2013

4.
Average Time Spent Online (Hours)
March 2013
Source: comScore Media Metrix, March 2013

5.
Average Time Spent Online (Hours)
By Gender
Source: comScore Media Metrix, March 2013

6.
Travel Review
Websites
69%
62%
46%
Online Travel
Agencies
57%
49%
48%
Travel Operator
Sites
56%
60%
44%
Family & Friends
43%
37%
53%
Magazines &
Brochures
30%
51%
31%
Social Media
24%
30%
50%
Storefront Travel
Agency
18%
15%
23%
Source: TripAdvisor TripBarometer , 2013
INDONESIA
WORLDWIDE
ASIA
Travel Planning Is Dominated
By Online Resources

7.
Social media has had a
huge impact on every
industry across the world
and travel is no exception.

8.
“92% of global consumers trust
‘earned media’, such as word-ofmouth and recommendations from
friends and family, above all other
forms of advertising.”
- Nielsen Company

9.
Social Media Role In Every Phase of
Consumer Travel Experience
• Travel inspiration
• Recommendation
by friends/family
• Social ads
Research &
Booking
Vacation
• Post/comment
travel experience
• Check-in to location
• Post online reviews
• Share
photos/videos
• Post online reviews
• ‘Like’ a place/brand
PostVacation

10.
How Social Endorsement Works
Brand
produces
content on
social
media
Social
influencers
engage and
endorse
brand
Audience drive
endorsements
through
engagement
with influencer
content

11.
“Companies that blog
generate 88% more
inbound leads than
those who do not blog.”
- Hubspot

12.
Travel Planning
• 80% begin planning their vacation two or more
months ahead of time when taking a long trip.
• 77% begin planning their vacation within a month
of departure when taking a short trip.
• 55% consider 1-5 properties before booking an
accommodation.
• 32% prefer to book directly on an
accommodation's website.
2012 TRIPADVISOR HOTEL REVIEW SURVEY
Conducted by PhoCusWright on behalf of TripAdvisor

13.
Travelers Use Social Media for
Travel Inspiration
Source: Text100 Digital Index, 2013

14.
Who Draws Inspiration from
Social Media
Source: Text100 Digital Index, 2013

15.
Popular Social Media Activities
Source: Text100 Digital Index, 2013

16.
Point of Influence
Source: Text100 Digital Index, 2013

17.
Why Do Travelers Write Reviews?
• 74% travelers say they write reviews because
they want to share a good experience with others.
• 98% find TripAdvisor reviews to be accurate of
the actual experience.
• 87% agree that TripAdvisor hotel reviews “help
me feel confident in my booking decisions”.
• 53% will not book a hotel that doesn’t have any
reviews.
2012 TRIPADVISOR HOTEL REVIEW SURVEY
Conducted by PhoCusWright on behalf of TripAdvisor

18.
“70% of global consumers say online
reviews are the second most trusted form
of advertising.”
Source: WAYN for the World Travel & Tourism Council, 2012

19.
Indonesia Online Population is
Growing Rapidly
Internet Users in Million
93.4
83.6
72.7
59.6
2012
Source: eMarketer, March 2013
2013
2014
2015

20.
Generation Divide of Online Users in
Indonesia
12-15
9.9%
15-19
10.9%
20-24
11.6%
25-29
14.2%
30-34
11.8%
35-39
10.9%
40-44
10.1%
45-49
9.1%
50-54
55-59
60-65
DIGITAL NATIVE
Generation born and living in
the Internet era. Tend to make
online trends.
6.0%
3.1%
2.5%
Source: APJII, December 2012
DIGITAL IMMIGRANT
Older generation who “found’
Internet as an adult. Often
feel the need to learn and
adapt to new technologies.

21.
Indonesia Internet User by Profession
22%
White Collar
Blue Collar
Entrepreneur
15%
63%
Source: APJII, December 2012

22.
Social Media Dominate Indonesian
Online Activities
87.8%
SOCIAL MEDIA
BROWSING
68.9%
NEWS
68.3%
62.1%
DOWNLOAD VIDEO
57.9%
EMAIL
22.4%
CHATTING
18.5%
ONLINE GAME
VIDEO CALL
5.9%
BLOG
5.3%
VOIP
FILE SHARING
3.6%
2.6%
Source: APJII, December 2012

23.
“52% of Facebook
users said their travel
plans were affected by
seeing friends’ pictures
of trips.”
Source: WAYN for the World Travel & Tourism Council, 2012

24.
Facebook
1
USA
2
Brazil
3
India
4
Indonesia
5
Mexico
Source: Quintly, June 2013
168,000,000
76,000,000
72,000,000
54,000,000
46,000,000

25.
YouTube
6,000,000,000
1,000,000,000
Over 6 billion
hours of video
100
More than 1
are watched
each month on
YouTube
Source: YouTube, 2013
billion unique
users visit
YouTube each
month
More than one
billion views a
day on mobile
100 hours of
video are
uploaded to
YouTube every
minute
70%
70% of YouTube
traffic comes
from outside the
US

26.
Twitter
215 million monthly active users
Jakarta #1 city in the
world with most tweets
30 million
users in
Indonesia
Source: Twitter & Brand24, 2013
75% users
accessed on
Mobile
78% users
outside US
500 million
Tweets per day

27.
Google+
1+ billion
registered
users
204,000,000+
Active Users
in Asia Pacific
Source: GPlusData, GlobalWebIndex & Marketing Land, 2013
80% users log
in once a
week, 60%
users log in
every day
659,000+
users in
Indonesia

28.
Joris Satyadharma
joris.satyadharma@gmail.com
• http://id.linkedin.com/in/jorissatyadharma/
• http://www.slideshare.net/jbs1077
• https://plus.google.com/+JorisSatyadharma/
• https://twitter.com/sayajoris