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."
Check out 12ahead, our brand new platform
covering the latest in cutting-edge digital marketing and creative technology from around the globe.
12ahead identifies emerging trends and helps
you to understand how they can apply to modern-day companies.
We believe 12ahead can put you and your
business 12 months ahead of the competition. Sign up for a free trial today.