Online reviews adversely impacting glossy travel brochures: study

Wednesday 24, March 2010


Online reviews adversely impacting glossy travel brochures: study


A survey conducted by a UK-based media planning and buying agency has indicated that holidaymakers are now booking trips based on online travel reviews rather than glossy publications.



It has been highlighted that the traditional glossy brochure was expensive to produce and the travel industry has embraced e-commerce as a way of making the booking process far more cost effective


Reviews written by strangers on independent websites such as TripAdvisor, search results on Google and word of mouth advice from family and colleagues are more influential than brochures, advertising, media reviews and advice from travel agents when it comes to booking holidays, according to Total Media.


A report filed by shared the results.


The survey of 1,375 consumers found a quarter now used online reviews by strangers to determine their travel plans, compared to 13 percent who used travel programmes and 11 percent who used magazines and newspaper supplements. The results found that almost 50 percent of travellers over 45 are using websites to recommend or warn fellow travellers by posting a review of their travel experiences online.


Almost 70 percent of consumers use the Internet to book their holidays, compared to 23 per cent by phone and just 8 percent chose travel agents, according to the survey.






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