Travel 2.0 sites vital to holidaymakers
26 January 2009 08:04
Travel 2.0 websites have become just as important to holidaymakers as brochures and magazines, research has shown.
Real traveller experiences and online stories on community websites - known as Travel 2.0 - are an important part of the decision making process, Prophis eResearch claims.
The research firm believes that this is because many holidaymakers now seek personal accounts and images before making a decision to spend on a trip away.
Stuart Hemerling, senior consultant with Prophis Research, said: "Travel 2.0 community site users tend to come from households with more income and tend to spend more on personal travel than non-users of Travel 2.0 sites who travel.
"They are an important group to understand for travel marketers [and] cannot be overstated."
The study also found that Travel 2.0 users seek dynamic information that is difficult for tour operators to provide in static brochures.
Recent research by American Express found that about a quarter of Brits were considering not taking out travel insurance in order to save money.