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phocuswright.com

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The true impact of social strategy

📌 A majority of travelers, 57%, use social media for trip planning and sharing, with 75% under 35 and 35% aged 55+ engaging in this behavior. Travelers aged 35-54 show a significant usage rate at 63%. Content sharing is popular, with 62% of social users posting about their trips. Travel content on social media influences 62% of users in their trip decisions. Cruise travelers exhibit the highest social media usage for planning, while lodging content is less viewed despite two-thirds of users researching it.
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Phocuswright Research Roundup 2Q24

🌍 "Scroll, Heart, Fly: Social Media’s Impact on Travel 2024" by Phocuswright addresses key aspects of social media's effectiveness in travel marketing and user-generated content (UGC) roles. It examines platform usage for different trip components, engagement preferences, transparency expectations, and demographic-specific interactions, including with influencers. The study reveals difficulties in measuring the impact of social strategies and capturing consumer interactions with content. Marketers harness social commerce, which continues to grow nearly 17 years after Facebook introduced advertising.
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Is the travel industry ready for CBDCs?

💸 In 2021, Bitcoin surpassed $20,000, reaching nearly $70,000. By 2022, the crypto market saw failures like Terra's UST crash and FTX's collapse. In 2024, Bitcoin rallied again, crossing $70,000 in March, following Bitcoin ETFs' approval. The SEC sued 31 crypto firms for securities law violations but dropped an Ethereum investigation in June. Despite skepticism in the travel industry, central banks are issuing Central Bank Digital Currencies (CBDCs). Phocuswright's report reveals 70% of travel companies have no plans to accept digital currencies.
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True automated AI in travel is coming

🖥 Autonomous agents in GenAI emerged over the past year, offering decision-making without constant human supervision. Precursors like Auto-GPT and BabyAGI, launched in early 2023, faced practical limitations. Boosts followed: November 2023, Bill Gates blogged about AI agents; February 2024, OpenAI confirmed development, hinting at a release aligning with GPT-5 in mid-2024, expected to be smarter than GPT-4. Autonomous agents may soon control computers directly, raising questions about autonomy, liability, and agent-to-agent interactions without human involvement.
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