Hyatt Hotels Corp., for example, is so convinced of the importance of user-generated content that in March it launched a whole online campaign based around it. “Customers seem to trust user-generated content more to drive down that conversion path to booking,” said Adam Gerstel, an account executive for the online marketing company Olapic, which worked on the Hyatt project. Indeed, vacation travel choices are increasingly being influenced by the social media posts friends and family post on their mobile phones, eclipsing the importance of professionally produced travel supplier online content, Phocuswright said in a recent report. “Mobile has completely changed consumer behavior forever,” said Phocuswright director consumer research Marcello Gasdia. “The end of one traveler’s trip often sparks the beginning of another’s.” Get the full story at Travel Market Report