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Nov 05, 2008
boo.com research shows online reviews tip the trust scales over family and friends
- Nation trusts online reviews more than the advice of friends and family
- We trust our own when it comes to travel advice
- Three quarters of the nation use the web to book and search travel.
According to the second annual travel trust index report release by boo.com, online travel review and booking sites continue to gain the public’s trust. In fact, online travel resources are strongly preferred over more traditional options such as travel agencies, travel brochures and even friends and family.
The Travel Trust Index report examines the UK’s travel booking behaviours and preferences with a focus on their trust level for the many options available to them. Among the key findings:
- 78% use the web to search and book travel
- 77% trust the web for travel related advice
- Only 6% say travel agencies are their most trusted source for travel related information
“It’s no secret that online review and booking sites have lead to a revolution within the travel industry” said Niamh Ni Mhir, Chief Marketing Officer of boo.com. “However, the results of the Travel Trust Index 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.”
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.
The research also takes a look at what factors consumers consider when determining the accuracy of a review. The top four review characteristics that consumers consider:
- Amount of detail in the review
- Number of reviews previously submitted by reviewer
- Age of reviewer
- Nationality of reviewer
“Consumers are becoming more knowledgeable – and savvy about online travel reviews” continued 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.
About boo.com
boo.com combines travel search, user generated reviews, social networking and pricing, providing customers with all the tools they need to search, sort and ultimately book their travel through an aggregator or uniquely direct with the hotel. The site features a wide range of accommodation from hostels right up to five star hotels
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