Digital connectivity has changed almost every market sector, and travel is no exception. The ever-expanding range of discovery options, coupled with the rising amount of user-posted images on social media, has upended traditional travel booking models, making it easier than ever for consumers to navigate their own process - and adding a new challenge for businesses to stay relevant and connected with their audiences.
That challenge the focus of Facebook's latest research report, which looks at how the path to purchase for travelers has changed, and how social media and digital platforms play a part.
In the infographic below, Facebook provides some key stats on the modern travel purchase journey, and notes on how businesses can capitalize on these trends.
These stats are specific to the US market, but Facebook has also provided region-specific findings for various nations in its full report.