In a recent GfK study carried out among Chinese travelers, more than half of the respondents (52%) said they rely on their personal contacts such as friends, family and colleagues to get travel related information—the highest of all touch points—online and offline. Meta search websites and online travel agent websites jointly trailed behind in close second positions at 51%. GfK conducted the Consumer Travel Tracker study in China in February 2015 to provide the tourism industry with a broader understanding on China travelers’ booking behavior for outbound leisure holiday. The survey was conducted among 1000 respondents who have made a travel booking in the last 3 three months. “Even with the proliferation and growing consumer dependency on the internet for all kinds of information, the local norm of seeking information via word of mouth still prevails here,” highlighted Lawrence Liew, North Asia Director for Travel & Hospitality at GfK. “However, the growing influence of the internet cannot be avoided, as the other top sources of travel information are still online touch points.” Get the full story at SMB World Asia and GFK