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Social media has little impact on bookings: Study

Social media activity has negligible impact on hotel bookings, according to research from Eviivo, an online booking app for small hotels and B&Bs in the UK. After analyzing data from about 5,600 properties, Eviivo found that social media was only responsible for 3.3% of visitors to a property’s website and 0.75% of their online bookings.

In comparison, Eviivo found that 74% of bookings that the properties received were from travel booking websites such as Expedia, Hotels.com, Laterooms.com, Booking.com and others. However, more than 10% of B&B’s in the UK are not working with any of travel booking website.

Eviivo also polled 2,000 travelers and found that only 8% have booked a stay in a B&B because of its social media profile, while 44% said they check review sites first and 39% said they use friend’s recommendations. 

“Maybe it’s time to shift your focus onto where the bookings really come from, spending less time on social media and more time on the big online travel websites instead,” Eviivo stated on its website.

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