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Holiday Travelers Trust Online Travel Reviews

by Lenna Garibian  |  
December 21, 2012
  |  540 views

Growing numbers of Americans say they trust other travelers' online reviews of travel experiences and are factoring those reviews into their travel plans in 2012, according to a new Ipsos Public Affairs poll conducted on behalf of Allianz Global Assistance.

Among the nearly six in ten (56%) Americans who say they're confident they'll take a holiday trip this year, three in four (76%) say they believe other travelers' online reviews are either "trustworthy" (13%) or "somewhat trustworthy" (63%). That's up 9 percentage points from the 69% who said so in 2011.

Only 18% of Americans who are confident they'll take a holiday trip this year find other travelers' reviews "not trustworthy" (7% not at all and 11% not very), down from the 24% who said so a year earlier.

Below, additional findings from Ipsos Public Affairs.


Age and Income Differences

As Americans get older, they become less trustworthy of other travelers' reviews:

  • 77% of young Americans (age 18-34) find other travelers' reviews trustworthy, up from 70% in 2011.
  • 70% of middle-aged Americans (age 35-54) find other travelers' reviews trustworthy, up from 67% a year earlier.
  • 61% of American seniors (age 55+) find other travelers' reviews trustworthy, up from 54% in 2011.

Americans with higher household incomes are most likely to find other travelers’ reviews trustworthy: 77% with annual incomes of $75,000+ say they do.


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Lenna Garibian is a MarketingProfs research writer and a marketing consultant in the tech industry, where she develops engaging content that builds thought leadership and revenue opportunities for clients. She's held marketing and research positions at eRPortal Software, GAP Inc., Stanford University, and the IMF. Reach Lenna via Twitter @LennaAnahid and LinkedIn.

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