When UK consumers aren’t busy complaining about the weather, they’re likely planning their escape for a bit of summer sun. This planning part of the travel cycle is informed by many factors, and while digital channels play an increasingly important role, personal recommendations remain the most-trusted source of information. Data released this month by the European Commission, with research carried out by TNS Political & Social, indicated that 61% of UK consumers considered friends, colleagues and relatives as important sources when making travel plans. Websites weren’t too far behind, though, cited by 50% of respondents. And when it came to the nuts and bolts of actually arranging said travel, digital’s role was unrivaled. The European Commission’s report found that 79% of UK leisure travelers used the internet for travel arrangements, vs. just 27% who said they arranged travel over the phone, the closest competitor to the web. Get the full story at eMarketer