Accor worked with ORC International to survey over 5,400 travelers across 11 countries in Asia Pacific (APAC) who had stayed in a hotel at least once in the past 12 months and who use social media at least once a week. The research sought to discover how social media impacts the way people research, experience and review their travel, before, during and after their trips.
With a fast-growing network of more than 560 hotels in 16 countries within APAC, Accor is uniquely placed to uncover the social media habits of travelers across the region. 45% of those surveyed were Accorhotels subscribers or members of Accor’s powerful loyalty program, Le Club Accorhotels, which offers free membership and strong rewards and recognition at more than 2000 hotels globally.
Most plugged in
The most active social media users during their last trip were the Thais and Chinese, with 95% and 91% respectively having interacted in some way.