News
Word of mouth 'important part of travel industry'
22 May 2008
A new piece of research has illustrated the importance of word of mouth in the travel industry.
Consumer research group Mintel polled 1,400 people who had taken a holiday in the past five years and found that 34% chose their destination on the basis of a face-to-face recommendation, Travel Weekly reports.
This made word of mouth the most commonly used form of holiday advice, with only one in four people saying they visited their local travel agent for guidance.
Some 828 people surveyed by Mintel said they had used the internet to plan their holiday and 26% exploited the potential of the web by looking at pictures and videos online.
A similar proportion of respondents said they had accessed blogs and user reviews to learn more about their holiday destination.
Richard Cope, Mintel's senior travel analyst, said the adoption of Web 2.0 facilities such as these has been 'really strong' and companies are beginning to take advantage of this by including reviews on their sites.
Opodo cheap flights, hotels and car hire - let the journey begin!
Consumer research group Mintel polled 1,400 people who had taken a holiday in the past five years and found that 34% chose their destination on the basis of a face-to-face recommendation, Travel Weekly reports.
This made word of mouth the most commonly used form of holiday advice, with only one in four people saying they visited their local travel agent for guidance.
Some 828 people surveyed by Mintel said they had used the internet to plan their holiday and 26% exploited the potential of the web by looking at pictures and videos online.
A similar proportion of respondents said they had accessed blogs and user reviews to learn more about their holiday destination.
Richard Cope, Mintel's senior travel analyst, said the adoption of Web 2.0 facilities such as these has been 'really strong' and companies are beginning to take advantage of this by including reviews on their sites.
Opodo cheap flights, hotels and car hire - let the journey begin!
 |  |
Related stories
07 October 2008
- Holidaymakers 'worry while abroad' >
24 September 2008
- Brits 'to spend £8bn hunting winter sun' >
19 September 2008
- Quarter of Brits 'planning to cut back on insurance' >
12 September 2008
- Travel 'top pursuit for retirees' >
03 September 2008
- Most Brits 'plan to be active on holiday' >
01 September 2008
- Millions of Brits 'to book 2009 holidays this year' >
- Holidaymakers 'worry while abroad' >
24 September 2008
- Brits 'to spend £8bn hunting winter sun' >
19 September 2008
- Quarter of Brits 'planning to cut back on insurance' >
12 September 2008
- Travel 'top pursuit for retirees' >
03 September 2008
- Most Brits 'plan to be active on holiday' >
01 September 2008
- Millions of Brits 'to book 2009 holidays this year' >
