Attitudes Toward Information Gathering While On Vacation By Generation, March 2011 [CHART]
Social is another area where millennials are looking before and after they book travel. A May 2011 study from Burst Media signaled the weight millennials give to peer recommendations. More than 57% of internet users ages 18 to 34 said they were influenced to purchase travel by their friends’ and followers’ recommendations. As more and more millennials are drawn to share their travel experiences on social media, the sites become even more useful for researchers and bookers. Read the rest at eMarketer.