The figures are from a forthcoming report from US research group PhoCusWright, which reveals the ‘critical influence of rich media, reviews and Web 2.0’ in online travel purchasing.
Findings indicate that the vast majority of US online travellers are influenced by anonymous feedback and recommendations from fellow travellers.
Travel-related podcasts or live online video topped the table of features which determine where leisure travel will be purchased online (89%).
Close behind were ‘traveller-generated reviews from people you do not know’ (87%), travel blogs/online diaries and travel review websites, such as TripAdvisor (both at 86%).
Reviews from people travellers know ranked fifth, though still highly popular at 72%.
Find out more about the PhoCusWright Consumer Travel Trends Survey Tenth Edition at www.phocuswright.com.
See also:
PhoCusWright:
Leisure car rental set for strong growth (14/06/07)
Dynamic packaging growth set to slow in US (15/12/06)
Corporate online growth to outpace leisure (20/09/06)
UK tour ops to grow online market share (25/05/06)
Web 2.0:
Customers give email marketing the thumbs up (21/04/08)
Organic growth and acquisitions lift TripAdvisor (09/04/08)
WAYN.com to offer travel insurance (28/03/08)
HOWZAT hits four (14/01//08)
Saga launches silver social networking site (31/10/07)
Web 2.0 travel site secures $11m funding (28/11/06)