March 22, 2010

Death of the travel brochure as travelers opt for online reviews

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 a new study.

The survey of 1,375 consumers found a quarter now used online reviews by strangers to determine their travel plans, compared to 13 per cent who used travel programmes and 11 per cent who used magazines and newspaper supplements.

The results found that almost 50 per cent of travellers over 45 are using websites to recommend or warn fellow travellers by posting a review of their travel experiences online.

Nick Oram, director of media agency Total Media, who commissioned the report, said: