This article is an analysis based on an Experian Hitwise survey which conclusion is that Facebook is a most popular website than Google in the US.
Below is the ranking of the most popular websites in the US:
Because of this analysis we could wonder wether Facebook is going to replace Google or not?
The conclusion of this article is that there is no chance/risk for Facebook to replace Google as a travel planning tool since:
- the online travel consumers first look on (Meta) Search Engines, OTAs...
- they might ask to their friends some advice concerning a destination or an hotel but Facebook still as a small part to play in the final decision and even in the planning and booking process.
- the revenue generated by the websites are far much higher than the ones by Facebook that barely count...
I also personnally agree with the author. Indeed, online travel cnsumer do not use Facebook to look for best prices, hotel bookings or travel destination. In these cases, Facebook is only used as an opinion exchange mean.
But if the hotels trully want to measure the impact of Facebook in their marketing, they shoul not consider the revenue generated by Facebook but the Fan metrics, their comments, their frequency...
So Facebook will not replace Google, and especially not in the travel industry.
They are complementary and Facebook help increasing a specific part of hotels' marketing such as word to mouth but adapted to the Internet.
