Skift Take

Digital rules, that's given, and things that are hyped, like rise of travel blogs and death of printed guidebooks, need more examination beyond the headlines.

TripAdvisor and print guidebooks still rule traveler’s trip planning behavior — at least in the UK — according to a new survey released by World Travel Market as part of the start of the big London trade show today.

More than half (55%) of the 1,001 UK holiday makers polled for the WTM 2013 Industry Report had used a guidebook, leaflet, or app within the previous twelve months as pre-trip research or to use while traveling.

Key Resource for Planning and Going on Holiday


Source: World Travel Market 2013 Industry Report

Not surprisingly TripAdvisor tops them all, favored by 27% of travelers as their most trusted resource. Tourist board websites and guidebooks each polled 14%.

Almost three out of five (59%) travelers used a hard-copy guidebook on their summer holiday in 2013. Two-in-five (41%) purchased their holiday guidebook, while 18% borrowed the book from a friend or relative.

Travel blogs, subject of a lot of hype within the industry, aren’t gaining traction with travelers, with a disappointing 3% describing blogs as their key resource. The travel magazines and the travel sections of the newspapers should be worried as well: They polled at just 5% each.

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Tags: blogs, books, trip planning

Photo credit: Travel bloggers gather at SXSW, a regular haunt of hype for the community. Nick Taylor / Flickr

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