Some 86pc of Irish people use the web to search and book travel, indicating a strong trust in the internet over travel agencies, brochures and newspapers, according to a survey by Boo.com.
As well as the DIY ethic of online travel purchasing, the user-generated aspect of online travel in terms of reviews and experiences was given a boost through the fact that 65pc of those surveyed say they trust the web for travel-related advice.
According to the survey by Boo.com, only 9pc say travel agencies are their most trusted source for travel-related information.
“It’s no secret that online review and booking sites have lead to a revolution within the travel industry” said Niamh Ni Mhir, chief marketing officer of boo.com.
“However, the results of the Travel Trust Index indicate just how dramatically the industry has evolved in such a short period of time.
“The consumer has spoken, and it’s clear that the web represents the dominant influencer when it comes to travel decisions,” Ni Mhir said.
The research also looked at what factors consumers consider when determining the accuracy of a review. The top-four review characteristics that consumers consider are: amount of detail in the review; the number of reviews previously submitted by reviewer; the age of reviewer; and the nationality of the reviewer
“Consumers are becoming more knowledgeable – and savvy about online travel reviews,” continued Ni Mhir. “No longer will they simply interpret every review as accurate; rather, the majority of the Irish people will treat each review individually, and with a critical eye.”
By John Kennedy