More than half of social network users in the UK (53%) are willing to share data from their social media profiles for a more personalised experience and one in five (22%) say they are most likely to do this for travel and leisure sites, according to research from Intent HQ.
The study reveals the top three personalisation elements that consumers are willing to share their social data with the travel and leisure sector for: Offers and discounts (57%); Deals, holidays and travel based on their interests (41%); and Seeing bookings and other content their friends and family have engaged with (34%).
The study, conducted among 2,000 UK adults who use social networks, also highlights the data that social media users are willing to give to online travel and leisure operators for personalisation, with 30% actively sharing information about holidays and 35% about events and places they’ve been to.
Two thirds of social media users said they only follow brands they have a genuine interest in and 32% agree they have become more selective in the information they share, suggesting the high value that can be placed on the credibility of the social data.
Jonathan Lakin, the company's CEO, said: “Travel and leisure is a natural sector fit for social personalization. People love to tell their social networks where they’ve visited and what they’ve done, as well as share travel tips and hotel recommendations with their friends. By enabling social personalisation, the travel, tourism and leisure sector has an enormous potential to tap into this data in order to drive greater engagement.”