With messaging taking up more than 50% of consumers' time, messaging is the new social media. Snapchat, WeChat, WhatsApp, Facebook Messenger, Viber and many other messaging platforms dominate how much of how the modern world communicates. Travel brands that haven't jumped on those platforms yet are missing out on the future of how people prefer to communicate both at work and at leisure, around the globe. Industry figures point to social messaging as the fastest-growing online behaviour within social media during the past five years and WhatsApp, WeChat and Facebook Messenger all individually have more monthly active users globally than Instagram, Snapchat and Pinterest put together. Social messaging will account for 2.5 billion global users by 2018, more than the 2 billion general social media users. Find out more.