Around 83% of international travel considerers say they trust a travel recommendation received through social media sources. Over 50% of travellers say seeing a friend's travel photo on social media inspires them to go to the same destination. 95% use Facebook for holiday activities pre-departure, while 60% factor online opinions, such as TripAdvisor, into their travel recommendations. The reality is that there is conversation happening throughout the life cycle of a holiday. In light of these statistics, Tourism New Zealand recently recorded a webinar, discussing the mobile and social performance of some of the organisation's key marketing channels, including Facebook and Instagram. In the update, Tourism New Zealand's Digital Manager looks at the changing behaviour of newzealand.com users, including the information needs of consumers across priority markets and mobile user insights. The session also examines how the DMO is using Facebook as a marketing channel, looking at the art of great content, the science of post formats and targeting why its social strategy has moved from social 'likes' to social advocacy.