A new study by Google and Ipsos MediaCT finds travelers are increasingly relying on internet research, including online reviews, to plan trips. People with household incomes of $250,000 or more were asked how they use technology for travel purposes. They go online for:
- Research: 70% said that they start researching online before they decide where or how they want to travel.
- Inspiration: 64% go to the internet for ideas – the same percentage that seeks insights from family friends or colleagues. Of those surveyed, 76% said the internet was extremely or very important as a source of travel inspiration, and 72% cited travel agents.
- Planning: a dominant 87% go to the internet – the top source of information.