The travel industry is leading the market in social media as a method of attracting business, a survey has found.

Some 73 per cent of travel companies plan to invest in social media within the next year, a proportion that is way ahead of other sectors.

Social media is the term given to online technologies that promote sharing information, such as blogs, message boards and podcasts, incorporating text, images and sound.

The survey was conducted ahead of the Online Marketing 2007 event due to be held at London’s Business Design Centre at the end of this month.

Online marketing was popular across the travel section, with 100 per cent of companies saying they planned to invest in email marketing over the next year.

Some 80 per cent of travel companies said they already invest in search marketing, with 87 per cent planning to do so in the next 12 months.

Just under two thirds of respondents said campaign planning was an area for improvement.

The only marketing sector where travel operators performed badly was in mobile operations, with only six per cent saying they had invested in this method. ADNFCR-8000151-ID-18173010-ADNFCR

Related Topics: General Marketing