Perhaps some parts of the industry continue to struggle with how to monetise all this social media malarkey, but that doesn't stop consumers from embracing it.
From the so-called discovery part of the process, to booking, in-destination activity and what they do when they return home, consumers continue their passion for relying on strangers for advice, stay connected throughout their trips and will happily share (some of) their personal data with travel brands by way of Facebook fandom.
The MDG Advertising blog has a decent infographic to illustrate it all: