Passport Online, which provides website, content, marketing and social media solutions for travel advisors, has analyzed its data for 2019 and found the top-performing kind of posts on social media as well as evidence that Facebook remains relevant.

In social media, "famous quotes coupled with eye-catching photos are the way to go," Passport online said in a statement. Its three posts with the most shares were all quotes.

The top was a Bob Marley quote: "If travel was free, you would never see me again." Coupled with a photo of a woman lounging near water, the image was shared 1,066 times.

Passport Online operates ESP, a product that posts to Facebook for agents. It powered more than 1,600 agency Facebook business pages with nearly 2 million followers by the end of 2019.

Jeanne Colombo, vice president of strategic partnerships, said Facebook remains relevant: Overall views for a single post were up in 2019. Additionally, average shares for a single post were up 17%, and average likes for a single post were up 14%.

According to Travel Weekly's 2019 Travel Industry Survey, 94% of travel advisors who use social media as a marketing tool use Facebook. In a distant second place is Facebook-owned Instagram (52%).


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