Social media’s place as a marketing channel for the travel industry as well as its use for researching and buying a holiday is causing much scratching of heads. Today, as World Travel Market opens, a survey by the exhibition organisers finds 40% of UK travellers are using social media to help research a holiday. Last week a survey by Conrad Advertising found social media – including Facebook and Twitter - had little influence on 40% of consumers. But, for the industry the medium is now viewed as the most important marketing channel for the industry ahead of consumer reviews, mobile and pay-per-click advertising.