Surveys show people are more influenced by Web sites than traditional media,? says Jeffrey Grau, senior analyst with eMarketer.com. They?re making [travel] decisions based on peer reviews more than magazines and TV shows.

And there are certainly plenty of peer reviews to choose from. Five years ago, you might read the comments at TripAdvisor.com or IGoUGo.com or ask a question at BootsnAll.com or Lonely Planet?s Thorn Tree forum. Printed guidebooks were still king.

Today, everybody and their sister is a virtual guidebook writer. Looking for a Mexican beach getaway? Jetncia24 on Gusto.com suggests you head for Huatulco before it?s taken over by Senor Frogs and McDonald?s. Need a condo for six in Aspen? Mama Gretch (self-proclaimed ?wicked smaht girl from Boston) has a suggestion on Yahoo! Travel.

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