I do some travel writing and in my wandering around the Net spend a lot of time reading user generated content in travel topics, which if find very useful and also really interesting. But I've never really known for sure how much impact it has on online travel consumers.
According to new research by EyeforTravel, user generated content plays (UGC) a considerable role in the UK young professional’s online travel buying cycle, with 72% saying that consumer reviews have influenced their travel choice.
According to the article User Generated Content, the missing link in online travel? on Hotelmarketing.com UGC is having a significant impact on their decision-making process when it comes to travel; 15.3% state they always use UGC for travel, and a lower 12% for non-travel products such as music. Interestingly 63.8% occasionally use UGC in their buying cycle, so that’s a sizeable 79.1% who have actually used consumer reviews for travel before.
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