The online travel booking poll, carried out by user experience consultancy, Webcredible, revealed that 29 percent of consumers consider positive reviews on sites like TripAdvisor as the most likely factor to make them book a holiday online, emphasising the importance for online travel sites in offering a reviews section or link to a reviews site, to satisfy user needs. The research polled more than 1,000 online users between December 2010 and May 2011 on what would make them more likely to book a holiday online. The only factor identified as more important than reviews was price, with 38 percent of consumers identifying online prices and deals as the factor most likely to make them book a holiday online. As per the findings, 13 percent of respondents said that a reputable brand, airline or agent was the most important factor, while 11 percent identified inspirational information and new ideas as most likely to make them book a holiday online. Nine per cent felt that the availability of flights or accommodation was the key factor. “The research findings show the importance of satisfying users’ needs for greater interaction and access to user-generated content when it comes to making purchases, and those sites that don’t take heed could find themselves fighting a losing battle,” said Trenton Moss, director at Webcredible. Get the full story at EyeForTravel