Travelers’ use of social media: A clustering approach

•A cluster analysis was conducted to identify different types of traveler social media users.•Five segments were identified based on social media creation and consumption for travel purposes.•Segments do not differ regarding gender or national travel experience.•Significant differences between groups regarding education, age, enjoyment and involvement.•Fully engaged and occasional consumer and creators are important segments to online travel providers.

Research regarding the use of social media among travelers has mainly focused on its impact on travelers’ travel planning process and there is consensus that travel decisions are highly influenced by social media. Yet, little attention has been paid to the differences among travelers regarding their use of social media for travel purposes. Based on the use of travel social media, cluster analysis was employed to identify different segments among travelers. Furthermore, the study profiles the clusters based on demographic and other travel related characteristics. The findings of this study are important to online marketers to better understand traveler’s use of social media and their characteristics, in order to adapt online marketing strategies according to the profile of each segment.