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Scenery beats the ‘selfie’ as top social media travel pic, yet Australians trust advice over photos

October 12, 2013 Apps No Comments Email Email


Facebook has become one of the leading resources for Australians when planning their next trip.

New research, commissioned by HotelClub for the launch of the HotelClub Explorer app for iPad, reveals half the nation has seen their friends ask for travel advice or recommendations; seeking the collective travel wisdom of their social media networks. A staggering 1 in 10 always ask Facebook friends before they make any bookings.


Social media is just as important during the trip – the research shows that despite the selfie taking over Instagram feeds, pictures of beautiful scenery and delicious food pip it to the post for the top travel photos being shared. Pools, hotels and feet follow closely behind.


The research also reveals Australians trust advice based on real experiences the most, preferring to gather advice from people who have been to the destination and not just the pictures.


Mum may always be right, but not when it comes to travel – only one in five Australians trusts their mum’s advice, instead favouring online traveller reviews, their friends and guidebooks.


Reacting to the trend, HotelClub is making it easier for Australians to crowd-source their travel advice from thousands of people, with the launch of the new HotelClub Explorer app for iPad that creates a personalised magazine with socially-generated content on the destination being searched.


The beautiful, page-turning travel magazine is created with up-to-the-minute travel content including photographs, videos, reviews and tweets from sites across the web including TripAdvisor, YouTube, Foursquare, Flickr, Twitter, Google blogs and of course HotelClub, amongst others.


Nicolas Chu, HotelClub President, said: “The growing trend to involve social networks in every aspect of life and the rise of consumer reviews and peer-to-peer recommendations is changing the way Australians book holidays. They want a range of first hand experiences to inspire and inform them.


“The new HotelClub Explorer app for iPad makes it simple for Australian travellers to take inspiration and first hand advice from family, friends and thousands of travel enthusiasts around the world in order to create a completely personalised holiday.”


Without spending over seven hours trawling the web, like a third of Australians are currently doing, the HotelClub Explorer app for iPad now allows consumers to quickly get ideas from content which other people are sharing on everything from ‘Bars in Bali’ and ‘Beaches in Hawaii’ to ‘Skiing in New Zealand’ and ‘Art Galleries in Paris’; with over 50,000 destination and activity search combinations. Ideas can then be shared with friends and family via Facebook, Twitter or email.


The HotelClub Explorer app for iPad can be downloaded for free from late September at the Apple App Store.



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