The growth of social media has transformed the tourism sector in many ways. A raised number of internet users choose to share user generated content which is a contributing factor to increased access to information in a tourism context. Increased information access is seen to affect both travel agencies as well as the tourism industry in general. Therefore, the communication between travel agencies and clients have changed.

This bachelor thesis purpose is to examine if and how travel agencies communication has changed. The change investigated highlights the consequences of the growth of social media and the spread of user generated content. Three travel agencies have been interviewed using a semi-structured interview guide. The questions were intended to cover to what extent the growth of social media has affected travel companies specifically and the tourism industry in general followed by questions regarding to what extent the spread of user-generated content has affected travel agencies way of communicating.

The result of this study suggest that the immense information flow experienced within the tourism sector, traveling agencies are experiencing harder times in reaching out to new clients as well as existing ones compared to before. At the same time as social media is considered being cost efficient, easily accessible and a simple communication tool to use, it can also hamper traveling cooperation’s possibilities to reach potential new clients. One example can be that the opinion from ones family and friends can in many cases be considered more reliable than the information provided from a sole traveling company.