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IMPACT OF SOCIAL MEDIA
AND INTERNET
TO THE TRAVEL INDUSTRY
By Joris Satyadharma
Rapid Growth of Global
Online Population

Source: Internet World Stats, June 2012
Distribution of Worldwide
Internet Audience

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

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

Source: comScore Media Metrix, March 2013
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
Social media has had a
huge impact on every
industry across the world
and travel is no exception.
“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
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
How Social Endorsement Works
Brand
produces
content on
social
media

Social
influencers
engage and
endorse
brand

Audience drive
endorsements
through
engagement
with influencer
content
“Companies that blog
generate 88% more
inbound leads than
those who do not blog.”
- Hubspot
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
Travelers Use Social Media for
Travel Inspiration

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

Source: Text100 Digital Index, 2013
Popular Social Media Activities

Source: Text100 Digital Index, 2013
Point of Influence

Source: Text100 Digital Index, 2013
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
“70% of global consumers say online
reviews are the second most trusted form
of advertising.”

Source: WAYN for the World Travel & Tourism Council, 2012
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
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.
Indonesia Internet User by Profession
22%

White Collar
Blue Collar
Entrepreneur

15%
63%

Source: APJII, December 2012
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
“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
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
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
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
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
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

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Impact of Social Media and Internet to the Travel Industry (2013)

  • 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.
  • 29. 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