Social media “heightens desire to travel”
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Social media is increasing our desire to travel through our natural feelings of sharing and jealousy, a recent panel discussion has suggested.
Speaking at the IHG report launch this week, Dr Miguel Moital, senior lecturer at Bournemouth University’s School of Tourism said research in the UK and Brazil had found that many think ‘everyone else is travelling so I should’, while Sarah King from The Futures Company said travel also ties into people wanting to share.
“People want connection with others and want social currency – things to share and show,” she explained.
When it comes to “social currency” Moital said photos of people with other people in a local setting are more likely to generate interest from others instead of a generic landmark shot.
“It helps people to transport to that setting and creates a desire to be there,” he said.
He added that people will buy into a particular brand as a “social expression” as it means more than a less-known brand.
Moital said it is important hotels and businesses learn to manage ‘in the now’ instead of hours ago and the easiness of voicing opinions had improved quality and trust.
“A desire to share and connect won’t go away, people want to learn from either other,” added King.
