About 98 per cent of Indians like to comment about their travel interests online, according to Text100's Digital Index: Travel and Tourism study.
The study, conducted in 13 countries with 4,600 respondents, suggests that Asia-Pacific travellers lead the way in using social media to inspire, purchase and share their travel experiences.
At least 61 per cent of Asia-Pacific travellers said they like to use social media more if they had access to free WiFi at their destinations.
"Despite this appetite for digital communication, many Asia-Pacific consumers still base travel decisions on more traditional sources of influence. 48 per cent say traditional travel agents still help in planning their holidays, while 57 per cent are influenced by travel TV programmes," the study has found.
For them, loyalty programmes and deal websites were the least influential factors when it came to making travel decisions.
"Widespread Asia-Pacific enthusiasm for social media is definitely not a signal for the travel industry to invest solely in digital," said Anne Costello, Text100's Regional Director, APAC.
"Travel and tourism operators need to integrate their traditional and new communications channels, but more importantly they need to focus on delivering content which their customers actually want to receive," she said.
"Stand alone promotions and loyalty programmes, for example, don't seem to be resonating with consumers any longer; they need to be part of an integrated communications approach," she said. (MORE)