United Kingdom
United States
Asia Pacific
Mixed messages over holiday review sites
Thursday, 04 Sep, 2009
0
Only a minority of the 5.5 million holidaymakers Thomson and First Choice handle a year fully trust what they read on online review websites.
Yet as many as 71% cited independent websites as their top method of researching their holidays.
Only two per cent said they fully trusted independent review sites such as TripAdvisor.
But 83% said they ‘mostly trusted’ these type of reviews, according to research by the TUI-owned operators.
One per cent said they don’t trust any reviews while 14% trust ‘very little’.
However, more than 6O% of the two operators’ customers said they always or regularly consult sites like TripAdvisor when researching a holiday.
Less than eight per cent said they never consult review sites as part of the holiday research process.
Yet word of mouth remains a powerful influencer of holiday choice, with the study finding that more than half of Thomson and First Choice customers ask friends and family when considering their holiday plans, just behind the 71% reading online travel forums.
Only four per cent of the holiday companies’ customers fully trust what they read in brochures while 77% ‘mostly trust’ what has been written.
TUI UK and Ireland managing director Dermot Blastland, introducing an annual holiday report, acknowledged a desire for better two-way communication with customers.
“We understand that, compared to some industries, tour operators have not always enjoyed a reputation for being good listeners.
“We acknowledge that we have some way to go, and this is something we are striving to change by initiating new feedback mechanisms that go beyond customer satisfaction questionnaires.”
by Phil Davies
Phil Davies
Walt Leger on New Orleans’ Resilience and Major Events Ahead
Cindy Mackin Shares Estes Park’s Winter Thrills
Mark Jaronski of Explore Georgia on FIFA World Cup 2026
Connecting Small Businesses to Global Tourism Markets: Nate Huff of Tourism Exchange
North Carolina’s Resilience: Wit Tuttell on Recovery and Tourism
Kittipong Prapattong’s Plan for Thailand’s Tourism Growth: Taxes, Visas, and Campaigns
James Jin: Didatravel’s Journey from China to Global Reach and the Impact of AI on Travel
Darien Schaefer on Pensacola’s Evolution: From Small Town to Global Destination
Florida Tourism’s Next Frontier: Dana Young on Expanding Beyond the Classics
Patrick Harrison on Tampa Bay Tourism’s Resilience and Marketing Strategy
Bubba O’Keefe on Clarksdale’s Vibrant Music Scene
Commemorating Elvis and Embracing Tupelo’s Culture with Jennie Bradford Curlee
BA suspending all Heathrow to Abu Dhabi flights
Unexpected wave rocks cruise ship
Woman dies after going overboard in English Channel
Report: Cruise guest died after ship lashed in heavy storm
British teen in serious condition after paraglider collision