This research (see infographic below) showed that over 50% of young people say their trip planning was inspired by photos their friends had posted on Facebook. That’s a perfect example of how user-generated-content and P2P recommendation works—without much interference from brands. Apparently today the path to purchase for GenX and GenY in the travel industry moves from Facebook, to a stopover at review sites like TripAdvisor, and then wanders through discount dealers like Expedia or Hotwire. Just one more way that Facebook is the default landing page, directing millions of users’ web experiences and e-commerce activities. No wonder their ad rates have gone through the roof.