No one doubts that Brazilians are passionate about social networks. We are the main users of social networks in Latin America, followed by Mexico and Argentina. In 2016, more than 93 million Brazilians used the networks to read news, talk to friends and exchange information.
A study conducted by Amadeus that traced the profile of Latin American travelers shows that 48% of Brazilians also use social networks to plan their travel, up from 43% in Latin America. Among those who use them throughout the travel process (pre, during and post), the preference is for Facebook, with 87% adoption, followed by Whatsapp with 85%, and Instagram with 52%.
“These numbers are a reflection of the changes that the internet has brought to tourism. Travelers, accompanied by new trends, habits and buying behavior, are reshaping the global travel system. They bring new challenges for the industry, but also opportunity and market for travel agencies to work, “explains Paulo Rezende, Country Manager of Amadeus Brazil.
The smartphone is the main medium used by Brazilian travelers before, during and after travel: 84% of respondents use their smartphone to help them during the trip, through climate consultation, to choose activities and restaurants in the destination, to check internet banking, etc. Among the functions offered by smartphones, the message service is the most used, being used by 73% of users. The use of social networks also accounts for a significant portion of the time spent on cell phones: 62% of travelers use the device to share their experiences on social networks.
The Amadeus study shows that about 70% of Brazilians are considered travelers “Searchers of Social Capital”. The term, created in the study of Amadeus Future Traveler Tribes 2030: In addition to the Air Travel, classifies those travelers who consider travel a personal experience of high quality and who seek the most diverse alternatives to suit their desires. In addition to using social media for research, these travelers also share their experiences in order to inform and be seen in the online world.
All these new traveler profiles, accompanied by new trends, habits and buying behavior, will reshape the global travel system and bring new challenges to the industry, which will become increasingly complex and interconnected. Understanding what these customers really want is crucial to sustaining business success in the long run.