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16 January 2013 10:26
Nine out of 10 holidaymakers look at online consumer reviews before booking their holiday
Exclusive research for Travel Weekly has revealed the importance of online consumer reviews in helping people make decisions about where they go on holiday. Carried out by Explore Research, the survey of 500 UK adults found that nine out of 10 holidaymakers go on the internet to look up consumer reviews before deciding on a destination.
Two out of three people do this often or always, yet three out of four rarely contribute their own reviews - meaning the minority have a disproportionate influence. Bad reviews often act as a deterrent, with one in five looking elsewhere for a hotel or holiday after reading one.
Of the respondents, 33% always study online consumer reviews before booking, 30% often do, 29% sometimes do and 8% never do. Meanwhile, 35% admit they never post reviews, with 41% doing so sometimes, 15% saying often and 9% saying always. People who regularly jet off on holiday can save money by covering themselves with annual travel insurance.
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