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UGC on travel sites steals control from marketers

UGC on travel sites steals control from marketers

The majority of online travellers believe researching travel online is easier now than ever before, with user-generated content now more influential on the choice of accommodation than brand among online accommodation researchers.

A new report published by JupiterResearch, ‘US Online Travel Consumer Survey, 2008’, indicates that the 42 percent of online travelers using user-generated content consider the opinions of other travelers to be highly trusted and influential in both accommodation and destination choices.

"While online travellers are embracing user-generated content, it creates challenges for travel marketers," explained Diane Clarkson, Online Travel Analyst and lead author of the report for JupiterResearch.

"The online travel space is becoming increasingly competitive and fragmented, and the influence of user-generated content means marketers have less control over their brands."

According to David Schatsky, President of JupiterResearch, "Travel 2.0 has engaged and empowered travellers, creating an increasingly complex landscape for online travel retailers and brand managers.

“It is important for online travel providers to find opportunities by understanding the potential of Travel 2.0."

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