There's a rapidly growing belief in the travel industry that Facebook will replace Google as the primary driver of traffic to travel websites sooner rather than later.

In a show of hands at Sydney Travel Tribe last night, almost 50% agreed with the proposition that Facebook will generate more travel website visits than Google within two years. It's now clear that this is not just wishful thinking.

World Nomads GM Chris Noble said Facebook was already generating 20% to 25% of Google's transaction volume for the travel insurance company.

At Web In Travel, Kathleen Tan from AirAsia said Facebook, which it only recent started getting serious about, now drives 12% of the airline's traffic compared with Google 17.6%, and Yahoo 10%. Present growth rates all favour Facebook.

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