Nearly two-thirds of travelers (63 percent) say recommendations by friends and family is the most important factor to inspire travel while 87 percent use Facebook for travel inspiration.

That’s according to the global Text100 Digital Index: Travel & Tourism study, commissioned by Text100 Global Communications.

The study, conducted by market research firm Redshift Research, surveyed 4,600 consumers in 13 countries. Text100 commissioned the survey to examine how digital technologies have contributed to fundamental changes in each of the decision-making stages, and how the travel industry and communicators might adopt new service strategies to meet these changes.

The survey also found:

• More than half surveyed also use Twitter, Pinterest and other social media platforms for inspiration
• In the experience stage, 68 percent use their mobile devices to stay in touch with friends and family while on vacation – more than taking photos (43 percent) or checking the news (20 percent)
• 88 percent take a mobile device capable of receiving Wi-Fi or 3G on vacation
• 52 percent post photos and videos during their travels, while 25 percent write reviews
• 49 percent of respondents said they would involve themselves more on social media if they had access to free Wi-Fi

“Consumers are making travel decisions by simultaneously assessing information from an unprecedented variety of channels both digital and non-digital,” Aedhmar Hynes, Text100 Global CEO, said in a release. “Travel operators and communications professionals alike must increasingly integrate their efforts across platforms in a manner that complements how consumers are already seeking inspiration, deciding on, purchasing and experiencing their travels.”