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Mixed messages over holiday review sites
Wednesday, 04 Sep, 2009
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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
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