“The percentage of travelers on Instagram has grown every year and is up over 350 percent since 2013”, she adds.Ī Significantly higher than travelers in 2013.ī Significantly higher than travelers in 2014.Ĭ Significantly higher than travelers in 2015.ĭ Significantly higher than travelers in 2016.Į Significantly higher than travelers in 2017. “Currently, almost half of travelers who typically use social media daily – 46% – are active on Instagram”, confirms Carter. An even more impressive 83% of Millennial travelers typically access social media at least once a day and spend an average of 113 minutes in a day on social media. However, the most promising opportunity for these action buttons is in collaboration with social media influencers”, explains MMGY Global’s vice president of social media, Shea Carter.Īccording to MMGY Global's Portrait of American Travelers 2018-19, 70% of American travelers typically are on social media at least once a day, spending an average of 82 minutes a day on social media. The action button will allow them to compete more efficiently with Google. “This Instagram initiative is an attempt to strengthen the influence of social media on the later stages of vacation planning, as social is currently more of a top-of-funnel influencer.

“As more people continue to interact with businesses on Instagram and take action when inspiration strikes, we’re making it easier to turn that discovery into action,” reads Instagram’s official announcement.Īs the largest travel market research firm, MMGY Global provides below the most recent insights and the expert commentary of MMGY Global’s vice president of social media, Shea Carter on this new initiative and the role of social media in today’s travel industry: More specifically, business accounts will be able to add an action button (Reserve, Get Tickets, Start Order, or Book) to their profile page, taking users only one tap away from a booking page without leaving the platform.

KANSAS CITY, MO – Last week Instagram unveiled a new action button, making it easier for its 800 million users to book tickets and holidays through the app. According to MMGY Global’s Portrait of American travelers 2018-19, 70% of American travelers typically are on social media at least once a day, spending an average of 82 minutes a day on social media.

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