Trend Ten

Traveller reviews

The lack of a global star rating system can lead to customer confusion and inconsistency in hotel standards which means more people than ever are relying on advice from fellow holiday-makers.

Consumer confidence is high and as many as four out of ten (40 per cent) travellers say third party recommendations are a key factor in their choice of hotel, compared to less than a quarter (24 per cent) who are influenced by hotel loyalty schemes.(21)

The rise of social networking sites and user generated content forums such as Tripadvisor.co.uk mean customer rating is now one of the key decision criteria when choosing a hotel. Consumers will select a group of hotels based on location and facilities, then price and customer ratings may be used as the deciding factor. According to research by Forrester (2007), more than a quarter of online consumers submit a rating or review of a product or service or contribute to a discussion board.(22)

Popular TV programmes are also a key driver when selecting a holiday destination. The ‘Palin Effect’ has often been credited for inspiring tourists to discover new places, and Michael Palin’s recent 2007 TV series New Europe sparked record levels of interest. Expedia.co.uk experienced an increase in site searches to Eastern European destinations, with those looking at Slovenia up by an incredible 160 per cent.(23)

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