Social media engagement continued to increase in 2018

Consumer engagement on social media continued to increase in 2018, according to an analysis by Passport Online.

The company, which offers travel advisors services like websites, social media and email marketing, saw increases of more than 100% in comments and shares on social media compared with the year prior.

By the end of 2018, Passport Online's ESP product was powering more than 1,500 agency Facebook pages and saw a 170% increase in consumer comments. There was a 110% increase in shares and a nearly 75% increase in clicks.

Passport Online also identified another trend in 2018: Travel advisors' customer databases spiked. The year prior, databases averaged 1,000 names, but that increased to just under 4,000 on average per agency.

Websites powered by Passport saw average click-through rates to supplier offers of 10.9%. The company said that rate is "significantly higher" than the industry average.

"This statistic shows the level of consumer interest in offers provided by their personal travel agency and the loyalty of consumers to view trusted offers provided by their travel agency," Jeanne Colombo, vice president of strategic partnerships, said in a statement.

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