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.