Personal Recommendations Are Still the Most Important Planning Source for Travelers
Skift Take
The key learnings are in the socio-demographic breakdowns: the young are using and seeking out travel information in many different ways than previous generations have, and the shares of various channels are likely continue to change in the next few years.
In Europe, personal recommendations rule when it come to getting travel advice.
While the Internet has risen to be the second biggest source of trip planning, more traditional sources such as travel agents, guidebooks and traditional media (TV, radio, newspapers, and magazines) are losing out.
On the other hand, social media as a source of travel advice is still not matching the hype and effort that's being put into it by travel brands.
These are the results of "Flash Eurobarometer," a yearly study of European tourism attitudes conducted by research agency TNS on behalf of the European Commission.
The study this year was conducted in January in 28 Member States of the European Union,
