Long-haul specialist Kuoni decided to include the wisdom of its social fan-base for the first time in its Travel Trends Report 2012.
The luxury operator, which has more than 5,000 followers on Twitter - up from 3,031 a year ago and 14,459 likes on Facebook - 5,340 in December 2010, has been using the social channels to gauge opinion for some time.
The operator asked fans questions such as 'did you go on holiday with Kuoni this year (2011)? Where did you go and what's next on your wish list?'
Feedback was in line with overall trends with the Maldives and Thailand taking the top two spots for holidays taken in 2011 as well as the top positions on the 2012 wishlist.
The operator also posted questions to help it compile other sections of the report as well as future trends with respondents predicting a move from less expensive holidays with short-haul and particularly Greece tipped.
Earlier this week Kuoni announced plans to maximise digital channels this year through the use of augmented reality via Aurasma in print advertising and dynamic message creation in online display ads.
The operator says moves are part of strategy to create a multi-channel experience and it has also launched a Facebook competition asking users to post their ideas for a perfect holiday.
Other travel companies, including Saga Travel and the Mexico Tourism Board are also using the Aurasma application.