More than half of consumers planning to purchase a holiday this year will check online reviews before booking and more than one in 10 won’t book a hotel, resort or travel brand if they see it negatively reviewed. Yet two-thirds of UK holidaymakers seldom or never post a review, according to research for Travel Weekly, and only one in 10 do so regularly – suggesting a minority have a disproportionate influence online. Older adults appear more likely to post online reviews, with 13% of 35 to 54-year-olds doing so “all the time or often” compared with 10% of those aged 16-34 and 9% of over-55s. Get the full story at Travolution