Digital has been the primary means to book travel for a while, but social media is playing a greater role for Millennials and their travel plans. In just May of last year, 57% of Millennials said they were influenced by their friends online as to where they decide to book tickets. They are drawn to share their travel experiences online with sites like Facebook, and this motivates a large percentage of Millennials to visit the same places. Travel brands can take advantage of the social graph to offer incentives based on a consumer's connections.
http://www.emarketer.com/Article.aspx?R=1009531
http://www.emarketer.com/Article.aspx?R=1009531
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