• “things to do” (92%) as the most influential factor when choosing a destination
• followed by “price” (86%)
•user reviews on travel websites and travel guidebooks are equally important with 81% of consumers considering them very influential.
• Editorial content on travel websites came in a close second with 80%.
• 36% of respondents considering online social networks as influential, compared to 22% in 2010. This indicates that using social media as a means of planning travel will be increasingly important to businesses.
• over half (51%) of all respondents indicated they are likely to post a hotel review online
• over one third of all respondents would post travel photos (38%) or share travel experiences on Facebook (33%).
The survey revealed that travellers are increasingly more reliant on digital content in all phases of the travel cycle, considering many types of information as influential to their decision making than in prior surveys. The most common time to look for destination information online continues to be before deciding where to go (93%), however, over 77% now look for destination information online when booking accommodation and flights, compared to less than 48% in 2010. There have also been significant rises in demand for destination content after booking but before leaving, while on holiday and after returning.
Despite this increased demand, consumers continue to encounter many negative experiences on travel websites. The most common problems are confusing websites, poor site navigation and insufficient destination information, with 58% each.
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