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
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.