Travel companies are finally getting their heads round the fact that Facebook can be a goldmine of information about consumer habits and the things they like doing on a trip.
How popular a destination might be, preferred activities, that kind of stuff.
UK agency group Co-operative Travel has taken a look at Brits on Facebook who have expressed a fondness for "travel" through their LIKES to uncover more about what they want to get up to on holiday, all produced by monitoring the social graph.
Ignore the food and weather information - there's actually some good data in this infographic: