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This paper presents a comprehensive view of the role and impact of social media on the travel planning process: before, during and after the trip, providing insights on usage levels, scope of use, level of influence, and trust. The study was conducted through an online structured questionnaire on a sample of 346 members of an online panel of internet users from Russia and the other Former Soviet Union (FSU) Republics who had been on holidays in the previous 12 months. Findings reveal that social media are predominantly used after holidays for experience sharing. It is also shown that there is a strong correlation between level of influence from social media and changes made to holiday plans. 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