Pulse Check: B2B Social Media Platforms

ETOA’s Pulse Check asks one question each time. It’s a rapid and straightforward way to highlight our members’ voices to policymakers and the wider travel industry community.

April 2024
This time we asked our members

Thinking about your B2B activity, which social media platforms do you use to develop your B2B travel business?

We asked our members to rank 5 social media platforms according to the extent to which they use them for B2B purposes, and took a weighted average of these scores.

LinkedIn is the standout winner in the rankings, with the vast majority of responders rating it the number one platform they use for B2B business. Behind that, Facebook and Instagram are used the roughly the same extent, with each platforms generally appearing in the middle of responders’ rankings. Further down, we see X, and at the bottom, TikTok is the least used of the five platforms for B2B business development.

We hope you find these results helpful when planning your social media strategies.