Content-rich media trumps traveller reviews

January 11, 2008
	TravelDailyNews.com reports that when it comes to making travel purchasing decisions, most American travellers would rather see the options for themselves than simply act on the recommendations of others. In fact, travellers want to view the options in detail via pictures, online maps and video. "For travel shoppers, seeing really is believing. The fact that travellers find these visual tools to be so influential suggests that online rich media, including content-rich, three-dimensional maps, will be an increasingly important part of the travel-planning process," said Cathy Schetzina, director, research at PhoCusWright. "Traveller review sites that incorporate these visual elements are likely to be more appealing." The growth of Web 2.0 technologies has garnered a great deal of attention in the past several years and has been accompanied by a parallel phenomenon in travel - Travel 2.0, as PhoCusWright calls it. The Travel 2.0 Consumer Technology Survey assesses a range of technologies, including social networks, rich media, blogs, RSS, podcasting, mobile technology, tagging and online maps. The survey's analysis identifies technology adoption rates, overall trends associated with various demographic factors, and patterns of influence during the travel shopping and buying process. Also among its findings: * More Americans have used Web 2.0 technologies overall than have used them in the process of shopping for travel. * Most travellers visit between two and five websites when shopping for travel online, and comparing prices is by far the most common reason for visiting multiple sites. At the same time, travellers who visit the most sites are likely to be motivated by a desire to read traveller reviews, research destinations, and purchase tickets to events or attractions. * Nearly everyone is familiar with online maps, but RSS and tagging go largely unnoticed. Fifty-nine percent of Americans are unfamiliar with RSS and 55% are unfamiliar with tagging. * Half of people who read blogs read travel blogs. The PhoCusWright Travel 2.0 Consumer Technology Survey is one highlight of PhoCusWright's Research Subscription: Technology Edition. The Technology Edition is a syndicated information service focused on technology for the travel business.
	Author: TOURISM staff Organization: Canadian Tourism Commission