At the most social edition of FITUR, the trade show sought to go a step further conducting an in-depth data analysis through the digital strategy developed in its 36th edition, which closed on 24 January.
Facebook came out on top among FITUR users as the most widely used network for sharing travel experiences with friends.
The 2016 edition of FITUR 2016, held from 20-24 January, also achieved its best results in the digital domain on social media. A total of 62 million users shared content through the official #FITUR2016 hashtag during the five-day event. Specifically, the show clocked up 87,700 followers on Facebook, 59,900 on Twitter, and 78,300 uploads on YouTube.
A growing audience that has prompted the trade show, together with the HEY AV agency, which is responsible for FITUR’s digital strategy, to launch a survey of trends and consumer habits among the users of its social networks through the ¿Eres un turista 3.0? (Are you a 3.0 tourist?) app. The results allow us to learn first-hand about the habits in the world of tourism, as well as the principal apps being used by FITUR followers to choose and decide on their trips, as well as to establish the principal social networks on which they share their travel experiences.
When asked how they searched for trips that may be of interest to them, 26.65% of the respondents indicated that they choose a tourism fair app, while 48.83% preferred travel blogs and 27.55% traveller communities.
When asked about the tourism platform through which they book their trip, 26.39% of FITUR followers showed a preference for digital operators, 32.41% trip comparison sites and 41.20% the official websites of travel company or hotels.
Once having booked their trip, 31% of the respondents indicated that they chose destination tours on the strength of blog posts, 36.11% through downloadable travel guide apps, and 32.87% on the basis of traveller community posts.
When asked which app they used to move about the city, 44.44% used a rent-a-car app, 27.31% a bicycle rental app, and 28.24% a car-share app.
The study also asked respondents about which leisure activities they booked through an app, 37.79% indicating restaurants, 10.42% active sports activities and 51.85% concert and show tickets.
Published
31/03/2016
