Ever looked at your friends’ holiday photos on Facebook and thought, “Looks good. If they had a good time there, why can’t I?”

If so, you’re not alone. It looks as if more and more people’s travel decisions are being influenced by friends/acquaintances on Facebook. This isn’t because they’re being sheep-like; it’s because people, very sensibly, will be more confident about visiting a place if it has some positive word of mouth that they trust.

It’s a short step from this kind of “friends-influenced” travel model to Facebook users being attracted by eye-catching photos and great guest comments on the business pages of hotels, B&Bs and guest houses that are in beautiful parts of the world.

Still sceptical? Here are few links to some facts and figures:

• A 2011 poll on Skyscanner.com indicated that 52% of Facebook users were inspired by friends’ holiday pictures to book a trip to that particular place. (http://bit.ly/hAK4OD)

• A 2012 report by EyeforTravel indicates that 7 out of 10 travel brands professed how social media has not only generated a remarkable amount of direct bookings from social media sites, but has also significantly improved engagement with customers. (http://bit.ly/rsN3rC)

• A 2011 World Travel Market Industry Report states that more than one fifth, or 22%, of travel companies generate revenue from social media efforts, and 27% are planning to make strides in social over the next 5 years. (http://bit.ly/NUpZ24)