Let’s start with Google, since this is where much discussion has been centered lately. This is often where the travel research process begins. A study by Google revealed that 65% of leisure travelers and 69% of business travelers begin their travel experience on Google. Search engines rate even higher than online travel agencies and travel review sites for the most popular online planning sources for travelers. Just this week, Google launched Destinations, a new mobile-only feature to help travelers find inspiration and plan their next vacation, reinforcing Google’s role early in the research process. Google is certainly an influential channel, but based on our database of over 165 million hotel reviews, we know it accounts for only 1.2% of review content available to potential guests. According to a study published by TripAdvisor, 93% of travelers worldwide say their booking decisions are impacted by online reviews and 51% of travelers have written a review of accommodations after a trip. So while Google and other search engines tend to be the first visit, consumers rely heavily on travel review sites further along in the research and evaluation process. Get the full story at Revinate