The trends are all over travel and tourism: more than ever, the internet drives the bus when it comes to personal travel planning.
But what really motivates and influences today's internet travel planner? It's not just pretty websites or multi-star ratings, but just as much word-of-mouth recommendations that help determine one's final destination.
According to a recent study by research firm Guideline, both "standard vacationers" (those spending less than $2,000) and "luxury vacationers" (spending more than $2,000) are highly influenced by:
1. Reviews by other travelers. 35% of luxury travelers and 34% of standard travelers feel this is most influential.
2. Articles about the destination. 34% of luxury travelers seek editorial regarding their destination, as do 25% of standard travelers.
3. Photos or slideshows of the destination. Another important element according to one of four luxury travelers, and one of three standard travelers.
Lessons? If you're seeking to influence your travel and tourism audience, be sure to include personal and editorial commentary of your destination in their search.
SOURCE: Marketing Management, NOISE
