Touristlink has created this infographic drawing together some of the numbers around how social media is influencing travel.
Data has been drawn from various sources including Stickky Media, Sprout Social and articles from our own Tnooz.
Headline findings include that 40% of travel companies rate social media as increasingly important in connecting with tourists and 20% believe it to be the single biggest opportunity for increasing business.
After browsing social websites, 52% of travellers change their travel plans - 15% switch airline, 35% switch hotel and 12% visit a different country altogether.