TripAdvisor is revolutionising the way in which we research out holidays in the UK. Almost half of us (43%) now use TripAdvisor as a research tool prior to booking our main holiday.
Recommendations on TripAdvisor are now the favourite route of holiday research, becoming far more popular than suggestions from friends and family, which only a quart of us (26%) sought for their last main holiday. Almost half of us (43%) do not deem recommendations from friends and family to be an important factor when selecting a holiday destinations, compared to less than a third (30%) who felt the same way about online reviews.
The traditional reason for visiting a site like TripAdvisor is to read or leave reviews of hotels or restaurants. In total, nearly a quarter of Brits (23%) wrote a review based on an experience from their last main holiday, with 13% actually posting the review when on the holiday itself. Given time to think on returning from the holiday, one in five of us (18%) will write a review of a holiday experience when back in the UK.
Perhaps it is not surprising then that one in ten (9%) of us used TripAdvisor as a booking tool for our last main holiday.
To find out more interesting facts about how we are using the web to research, book and experience holidays download the Digital Destinations report.
How do Brits holiday? Webloyalty partnered with TNS to find out how people research and book holidays. This research revealed that eight out of ten Brits can’t go away without being online while abroad. Only 16% of Brits turn off all their devices when they go on holiday.
‘Digital Destinations’ highlights the different ways consumers approach researching and purchasing holidays. The report illustrates challenges – and opportunities – for leisure and travel brands in this evolving market.
‘Digital Destinations: How the web is shaping today’s holiday experience’ will be published on the Webloyalty website in early June.
To coincide with the upcoming release of our travel research report, Digital Destinations, Webloyalty is running a photography competition for your chance to win a great prize! Share your most unique travel photograph for your chance to win a £50 gift card of your choice as well as a Lonely Planet guide!