Online reviews tip the trust scales over family and friends: report
Published: 06 Nov 2008: Online travel resources are being strongly preferred over more traditional options such as travel agencies, travel brochures and even friends and family, according to a report.
The second annual Travel Trust Index report (released by boo.com), which examines the UK´s travel booking behaviours and preferences with a focus on their trust level for the many options available to them, shared that 78 percent use the web to search and book travel; 77 percent trust the web for travel-related advice; Only six percent say travel agencies are their most trusted source for travel related information.
Niamh Ni Mhir, chief marketing officer, boo.com said the results indicate just how dramatically the industry has evolved in such a short period of time.
"The consumer has spoken and it´s clear that the web represents the dominant influencer when it comes to travel decisions," she said.
Since the first Travel Trust Index, there has been a noticeable change in the pattern as to whom we trust most for travel advice. Last year family and friends ruled the roost however this year online travel sites and reviews have taken over the top spot.
"Consumers are becoming more knowledgeable – and savvy about online travel reviews" said Ni Mhir. "No longer will they simply interpret every review as accurate, rather, the majority of the British public will treat each review individually, and with a critical eye".
"When it comes to who British people trust most when it comes to reading online reviews it´s clear we trust our own compatriots above anyone else, though it´s good to see we also trust some of our European neighbours including the Spanish, Italians and Scandinavians. Likewise when it comes to who we would like to meet on holidays just over half of us would prefer to meet fellow Brits followed closely by Australians with the neighbouring Irish in third place."