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Just Say BOO! Online Bookings Continue to Rise

According the second annual Travel Trust Index Report released by, online travel-review and -booking sites continue to gain the public’s trust. In fact, online travel resources are strongly preferred over more-traditional options such as travel agencies, travel brochures and the news media.

The Travel Trust Index Report examines Americans’ travel-booking behaviors and preferences, with a focus on their trust level for the many options available to them. Among the key findings:

• 78% use the Web to make travel decisions.
• 68% trust the Web for travel related advice.
• Only 5% say travel agencies are their most trusted source for travel-related information

“It’s no secret that online review and booking sites have led to a revolution within the travel industry in a relatively short period of time,” said Niamh Ní Mhír, chief marketing officer. "The consumer has spoken, and it is clear that the Web represents the dominant influencer when it comes to travel decisions.”

The research also indicates which factors consumers consider when determining the accuracy of an online review. The top four characteristics are:

1. Amount of detail in the review
2. Number of reviews previously submitted by reviewer
3. Age of the reviewer
4. Nationality of reviewer

“Consumers are becoming more knowledgeable—and savvy—about online travel reviews,” Ní Mhír said. “No longer will they simply interpret every review as accurate but treat each review individually…and with a critical eye.” When in it comes to whom Americans trust when considering online reviews, they trust their own far more than foreigners.The top five “trusted” nationalities:

1. Americans
2. Canadians
3. British
4. Germans
5. Italians, a new type of travel site, allows customers move through multiple platforms to find the hotel that best meets their needs. Combining search-engine capabilities, pricing, reviews and social networking with an innovative interface, is changing the way online travel is searched for and booked.

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