![\"\"](\"https:\/\/www.travel-insight.fr\/wp-content\/uploads\/2020\/06\/etude-reseaux-sociaux-tourisme-covid19.jpg\")
<\/strong><\/h2>\nUsing social networks to stay in touch during confinement<\/strong><\/h2>\n63% of respondents answered that they had used social networks more during the lockdown, and those that stand out the most are WhatsApp at 38%, Instagram at 29% and Facebook at 25%.<\/p>\n
This data confirms the WhatsApp<\/a> article we published a few weeks ago, in which we explained the resurgence of this instant messenger during confinement, and the benefits of adopting it in your digital strategies as a customer relations tool in the tourism sector.<\/p>\nAs for frequency of use, 74% of respondents admit to using social networks on average between 1 and 5 hours a day, and 85% of them from their mobiles.
\nThis information is not insignificant, and proves that it’s essential to adapt your digital communication media to mobile and responsive formats, in order to enhance the user experience. <\/p>\n
In addition to WhatsApp, which was the most popular social network used during the lockdown, Tik Tok<\/a> also managed to do well.
\nOf the 122 people who used a new social network during this period, 66% said they had discovered Tik Tok.
\nThis information corroborates the analysis we made here. <\/p>\nLet’s take a look at the social networks preferred by the French.
\nAs far as tourism professionals are concerned, their favorite social networks are Facebook, Instagram and WhatsApp, almost equally divided (around 30% each).
\nFacebook appears to be just as important as Instagram, making it an indispensable communication medium in the tourism sector. <\/p>\n
When it comes to the preferred social networks of travelers, who are predominantly younger, Instagram leads the way at 40%, followed by WhatsApp at 31% then comes Facebook 19%.<\/p>\n
Unsurprisingly, Linkedin occupies a more important place in the affections of tourism professionals (4%) than travelers (1%).<\/p>\n
This study proves the importance of adapting your digital communication to your target audience (age and status), and of defining the right medium to achieve optimum results.
\nIt also confirms the fact that it’s not appropriate to deploy a single strategy across all your social networks.
\nEach network needs to be carefully thought through, and different people communicate in different ways. <\/p>\n
This also applies to the type of content to be offered.
\nIt emerges that the most inspiring for tourism professionals are mainly publications and photos, while videos seem to inspire and make travelers dream more. <\/p>\n
While influencers are very popular on social networks, 15% of respondents admit to having discovered new influencers during the containment period.
\nAmong the most talked-about influencers were Bruno Maltor, Sissy Mua and Laury Thilleman. <\/p>\n
Influencers were very much in evidence during this period, some redoubling their creativity, and increasingly indulging in the Live format.
\nContainment saw an increase in the number of Lives, particularly on Instagram: sports\/yoga classes, cooking recipes, aperitifs, product presentations, etc. 57% of those surveyed said they had attended Lives, a format that 55% of them preferred to IGTVs.
\nThe advantage of Live is to experience a live moment with your favorite brand or influencer. <\/p>\n
As you know, video applications were a big hit during the containment period, especially during the famous aperos\/visio \ud83d\ude0aAnd contrary to what you might think, the legendary Skype was overtaken by the winning trio WhatsApp (28%), Zoom (22%) and Facetime (17%).
\nIn fact, 84% of you believe that Skype has been dethroned by other video tools and no longer has a monopoly.
\nIt should be noted that some social networks, such as WhatsApp, have revised and adapted their offer to meet the high demand for video during confinement, and now offer the possibility of calling 7 people simultaneously. <\/p>\n
The role of social networks in tourism<\/strong><\/h2>\nAlthough so far there hasn’t been much difference between the responses of tourism professionals and those of travelers, they do appear clearer in the questions concerning the use of social networks.<\/p>\n
When it comes to travel research on social networks, we can see that travelers place as much importance on inspiration (34%) as on finding good deals (31%).
\nThis is an important point to underline, as it shows the importance of varying social media content between offers and escapes in order to meet travelers’ needs. <\/p>\n
Unsurprisingly, the majority of tourism professionals (42%) are looking for inspiration.<\/p>\n
So, as professionals in the tourism and digital sectors, we’re led to wonder whether social networks have a role to play in the process of buying or booking travel, tourist activities, etc. It turns out that they do.
\nIt turns out that this is indeed the case.
\n36% of respondents admit to having already bought a trip \/ booked a hotel or tourist activity following a publication seen on social networks.
\nHence the importance for a tourism brand or destination to be present and active on social networks.
\nBut not just any social network!
\nAs we saw above, you need to be able to offer the right content, on the social networks best suited to your target audience. <\/p>\n
![\"\"](\"https:\/\/www.travel-insight.fr\/wp-content\/uploads\/2020\/06\/etude-reseaux-sociaux-tourisme-covid19-coronavirus.jpg\")
<\/strong><\/h2>\nPost-confinement use of social networks<\/strong><\/h2>\nFollowing deconfinement, life gradually returns to normal, and it’s once again possible to see loved ones, subject to sanitary measures of course \ud83d\ude0a We might therefore think that people are losing interest in social networks in favor of a “real” social life.<\/p>\n
However, the study shows that people have taken a liking to using social networks more, and 87% of those surveyed intend to keep up these habits to keep in touch with their loved ones.
\n77% also use social networks for personal entertainment since deconfinement.
\nWe can therefore affirm that social networks, even more than before, are an integral part of our lives. <\/p>\n
With 1 month to go before deconfliction, we’re also in a position to wonder how the French are feeling about the trip.<\/p>\n
This study shows that the Covid-19 crisis does not seem to have demotivated people to travel.
\nIndeed, 42% of travelers and tourism professionals alike answered “no” to the question ” Do you think the Covid-19 crisis will have an impact on the way you travel?<\/a> ” .<\/a> <\/p>\nThere is, however, a difference in the way respondents plan their next trip.
\nIn all cases, traveling in a local area is a given, at 19% for tourism professionals and 31% for travelers.
\nWe note that tourism professionals are more open to finding alternatives to satisfy their passion for travel, and they are more interested in authentic, environmentally-friendly trips.
\nWe believe that this need to get back to basics off the beaten track was already present, but that it has surely been accentuated by the Covid-19 crisis. <\/p>\n
Indeed, the taste for travel is what would most encourage tourism professionals to travel again (47%), whereas for travellers, what matters are reports or advice from friends and family that could (re)inspire them to travel.
\nDepending on who you’re talking to, the focus of your communication will therefore vary: you’ll need to reassure travellers more, for example, about compliance with health measures, and make tourism professionals dream more by communicating about responsible and authentic destinations\/activities. <\/p>\n
We’ve come away from this survey optimistic.
\nThe way people approach travel may be a little different from now on, but the Covid-19 crisis hasn’t dampened French people’s desire to travel.
\nThey’ll be focusing mainly on France this summer, or on travel via a more responsible, less mass-tourism approach, but they’re not closed to travel.
\nIt’s up to us, as tourism professionals, to reassure them and make them want to go again, as soon as everything is possible again. <\/p>\n
We were able to confirm that social networks remain a favored communication medium that has become even more established during and after the confinement.
\nSome, such as WhatsApp, Instagram and Tik Tok, have clearly stood out and reinvented themselves during this difficult period, and represent great communication opportunities that may be relevant to integrate into future digital communication strategies. <\/p>\n
![\"\"](\"https:\/\/www.travel-insight.fr\/wp-content\/uploads\/2020\/06\/sondage-coronavirus-etude-reseaux-sociaux-btob-travel-insight-2020-covid-covid19-1-scaled.jpg\")
Many thanks to everyone who took the time to answer our questions. ![\"\u2764\"](\"https:\/\/mail.google.com\/mail\/e\/2764\")
<\/p>\n","protected":false},"excerpt":{"rendered":"
As for frequency of use, 74% of respondents admit to using social networks on average between 1 and 5 hours a day, and 85% of them from their mobiles.
\nThis information is not insignificant, and proves that it’s essential to adapt your digital communication media to mobile and responsive formats, in order to enhance the user experience. <\/p>\n
In addition to WhatsApp, which was the most popular social network used during the lockdown, Tik Tok<\/a> also managed to do well. Let’s take a look at the social networks preferred by the French. When it comes to the preferred social networks of travelers, who are predominantly younger, Instagram leads the way at 40%, followed by WhatsApp at 31% then comes Facebook 19%.<\/p>\n Unsurprisingly, Linkedin occupies a more important place in the affections of tourism professionals (4%) than travelers (1%).<\/p>\n This study proves the importance of adapting your digital communication to your target audience (age and status), and of defining the right medium to achieve optimum results. This also applies to the type of content to be offered. While influencers are very popular on social networks, 15% of respondents admit to having discovered new influencers during the containment period. Influencers were very much in evidence during this period, some redoubling their creativity, and increasingly indulging in the Live format. As you know, video applications were a big hit during the containment period, especially during the famous aperos\/visio \ud83d\ude0aAnd contrary to what you might think, the legendary Skype was overtaken by the winning trio WhatsApp (28%), Zoom (22%) and Facetime (17%). Although so far there hasn’t been much difference between the responses of tourism professionals and those of travelers, they do appear clearer in the questions concerning the use of social networks.<\/p>\n When it comes to travel research on social networks, we can see that travelers place as much importance on inspiration (34%) as on finding good deals (31%). Unsurprisingly, the majority of tourism professionals (42%) are looking for inspiration.<\/p>\n So, as professionals in the tourism and digital sectors, we’re led to wonder whether social networks have a role to play in the process of buying or booking travel, tourist activities, etc. It turns out that they do. Following deconfinement, life gradually returns to normal, and it’s once again possible to see loved ones, subject to sanitary measures of course \ud83d\ude0a We might therefore think that people are losing interest in social networks in favor of a “real” social life.<\/p>\n However, the study shows that people have taken a liking to using social networks more, and 87% of those surveyed intend to keep up these habits to keep in touch with their loved ones. With 1 month to go before deconfliction, we’re also in a position to wonder how the French are feeling about the trip.<\/p>\n This study shows that the Covid-19 crisis does not seem to have demotivated people to travel. There is, however, a difference in the way respondents plan their next trip. Indeed, the taste for travel is what would most encourage tourism professionals to travel again (47%), whereas for travellers, what matters are reports or advice from friends and family that could (re)inspire them to travel. We’ve come away from this survey optimistic. We were able to confirm that social networks remain a favored communication medium that has become even more established during and after the confinement.
\nOf the 122 people who used a new social network during this period, 66% said they had discovered Tik Tok.
\nThis information corroborates the analysis we made here. <\/p>\n
\nAs far as tourism professionals are concerned, their favorite social networks are Facebook, Instagram and WhatsApp, almost equally divided (around 30% each).
\nFacebook appears to be just as important as Instagram, making it an indispensable communication medium in the tourism sector. <\/p>\n
\nIt also confirms the fact that it’s not appropriate to deploy a single strategy across all your social networks.
\nEach network needs to be carefully thought through, and different people communicate in different ways. <\/p>\n
\nIt emerges that the most inspiring for tourism professionals are mainly publications and photos, while videos seem to inspire and make travelers dream more. <\/p>\n
\nAmong the most talked-about influencers were Bruno Maltor, Sissy Mua and Laury Thilleman. <\/p>\n
\nContainment saw an increase in the number of Lives, particularly on Instagram: sports\/yoga classes, cooking recipes, aperitifs, product presentations, etc. 57% of those surveyed said they had attended Lives, a format that 55% of them preferred to IGTVs.
\nThe advantage of Live is to experience a live moment with your favorite brand or influencer. <\/p>\n
\nIn fact, 84% of you believe that Skype has been dethroned by other video tools and no longer has a monopoly.
\nIt should be noted that some social networks, such as WhatsApp, have revised and adapted their offer to meet the high demand for video during confinement, and now offer the possibility of calling 7 people simultaneously. <\/p>\nThe role of social networks in tourism<\/strong><\/h2>\n
\nThis is an important point to underline, as it shows the importance of varying social media content between offers and escapes in order to meet travelers’ needs. <\/p>\n
\nIt turns out that this is indeed the case.
\n36% of respondents admit to having already bought a trip \/ booked a hotel or tourist activity following a publication seen on social networks.
\nHence the importance for a tourism brand or destination to be present and active on social networks.
\nBut not just any social network!
\nAs we saw above, you need to be able to offer the right content, on the social networks best suited to your target audience. <\/p>\n<\/strong><\/h2>\nPost-confinement use of social networks<\/strong><\/h2>\n
\n77% also use social networks for personal entertainment since deconfinement.
\nWe can therefore affirm that social networks, even more than before, are an integral part of our lives. <\/p>\n
\nIndeed, 42% of travelers and tourism professionals alike answered “no” to the question ” Do you think the Covid-19 crisis will have an impact on the way you travel?<\/a> ” .<\/a> <\/p>\n
\nIn all cases, traveling in a local area is a given, at 19% for tourism professionals and 31% for travelers.
\nWe note that tourism professionals are more open to finding alternatives to satisfy their passion for travel, and they are more interested in authentic, environmentally-friendly trips.
\nWe believe that this need to get back to basics off the beaten track was already present, but that it has surely been accentuated by the Covid-19 crisis. <\/p>\n
\nDepending on who you’re talking to, the focus of your communication will therefore vary: you’ll need to reassure travellers more, for example, about compliance with health measures, and make tourism professionals dream more by communicating about responsible and authentic destinations\/activities. <\/p>\n
\nThe way people approach travel may be a little different from now on, but the Covid-19 crisis hasn’t dampened French people’s desire to travel.
\nThey’ll be focusing mainly on France this summer, or on travel via a more responsible, less mass-tourism approach, but they’re not closed to travel.
\nIt’s up to us, as tourism professionals, to reassure them and make them want to go again, as soon as everything is possible again. <\/p>\n
\nSome, such as WhatsApp, Instagram and Tik Tok, have clearly stood out and reinvented themselves during this difficult period, and represent great communication opportunities that may be relevant to integrate into future digital communication strategies. <\/p>\nMany thanks to everyone who took the time to answer our questions. <\/p>\n","protected":false},"excerpt":{"rendered":"