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Menlo Study Finds Consumers Trust Other Travelers for Advice

A Menlo Consulting Group study finds that, when it comes to online information about other travelers, Americans are skeptical of travel information from most sources -- unless that source is another traveler. They are substantially more trusting of information posted online by other travelers than by tourism professionals including travel companies, agents, and government tourism organizations, according to a study by Menlo Consulting Group, Inc. Younger travelers are most trusting of information posted online by other travelers.

“Americans have long relied on their friends and word-of-mouth for advice when researching and booking travel,” said Heather Hardwick, Menlo Consulting Group vice president. “With the rise of online communities, travelers now have a much broader network to turn to for travel advice and recommendations. What’s interesting is that they value the opinions of complete strangers above those of travel professionals -- even journalists who presumably do not have a commercial agenda.”

More than two-thirds of travelers read online reviews posted by other travelers when planning a trip. Fewer than 1 in 10 have shared their own travel experiences by posting an online review or comment in the past year. For more information, visit www.menloconsulting.com.