Sixty percent of consumers say they factor travelers' online reviews into their plans when booking a vacation, according to a survey by travel insurance provider Mondial Assistance.
The Access America Vacation Confidence Index, a poll conducted on behalf of Mondial (parent company of Access America), found that with an expected 10% increase in holiday travel this year, travel review and social media websites can expect more traffic this season.
“In these tough economic times, consumers want assurance that if they are going to spend on travel, they are selecting the best experiences, and reviews from peers and colleagues act as a security blanket for uncertain travelers,” Daniel Durazo, director of communications for Mondial, said in a statement.
Not surprisingly, the survey found that travelers under 35 are most likely to say that online travel reviews influence their travel plans (74%) while those 55 and over are least likely to be influenced by reviews (44%).
Nearly 79% of respondents with a household income of at least $75,000 factor traveler reviews into their plans, while 46% of those with an income of under $25,000 do so.
Almost two-thirds of respondents (63%) find traveler reviews to be trustworthy, while 29% are less trusting.
Adults under 35 are more likely than those over 35 to share their travel experiences online (35% vs. 20%), particularly on social media sites (29% vs. 6%).
More affluent adults are also more likely to share their travel experiences online, with 36% of respondents with a household income of $75,000 or more sharing travel reviews online, compared with 15% of those with a household income of less than $25,000.