A World Travel Market report issued yesterday on social media painted a mixed picture about its apparent use by consumers.
Some commentary contained in the online version of the report from WTM chairman Fiona Jeffrey (not above, that is a WTM TV presenter) highlighted concerns over low influence of social media but appear to still stress its relative importance...
World Travel Market Chairman Fiona Jeffery said: “It’s believed social media has revolutionised the travel and tourism industry, however the findings of the World Travel Market survey would dispute this.
“What is clear is the general perception of a travel company or holiday resort on social media does impact on potential bookings, so companies within the travel industry need to make sure they are fairly represented on social media sites.”
"It’s believed social media has revolutionised the travel and tourism industry, however the findings of the World Travel Market survey would dispute this.
"What is clear is the general perception of a travel company or holiday resort on social media does impact on potential bookings, so companies within the travel industry need to make sure they are fairly represented on social media sites."
Fair enough.
But what's this in the print version of the report:
"It be a [sic] concern that, the travel and tourism industry plan to invest heavily in social media over the next five years believing it's one of the major opportunities for the industry.
"WTM's research reveals this investment could be a waste of time and money as holidaymakers do not appear to rely on social media as much as the industry believes."
Oh.
WTM says it is unsure why the comments were watered down for the online version.