"Social media" is now firmly among the key information sources for consumers when shopping. The impact it will have on the duty free & travel retail industry is inevitable even though the industry hasn’t exploited this media to any significant dimension at present. One of TFWA’s research partner “m1nd-set” recently carried out a study on the use of social media by travellers when booking travel. The survey covers a 20 000 strong database of travelling consumers across Asia, Europe, the Middle East and North America to explore how important social media has become to the travel industry. While the survey does not focus on travel retail specifically, the relevance is of interest all the same. m1nd-set has kindly offered to make the survey available to TFWA members.