The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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The role of reviews in the travel planning process

The role of reviews in the travel planning process | The Insight Files | Scoop.it

TrustYou ran a consumer study to better understand the role of travel reviews in the planning process. The report looked at consumer preferences when using reviews to make travel purchases, evaluating their time investment, issues around confidence and trust, and the mobile experience. Travellers revealed that summarised review content (as opposed to traditional full text reviews) increased their trust while substantially decreasing the amount of time required to read and digest review content. Importantly summaries are the most mobile-friendly way for travellers to take in reviews. The findings indicate a true shift occurring in the way travellers want their review content delivered. This article presents tips regarding how to present travel reviews to ensure the highest booking conversions. Click here to download the full report.

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The most discussed travel topics on Internet forums

The most discussed travel topics on Internet forums | The Insight Files | Scoop.it

Allianz has analysed the most discussed travel topics on Internet forums to reveal what users are talking about. Sorting through the most popular forums with a dedicated travel area on Google, Allianz analysed a sample of over 3 million comments from a period of 5 years. By looking at the top ten most discussed forum categories in different markets, Allianz was able to compare traveller priorities in the surveyed countries. For example, while loyalty and mileage programs constitutes the most discussed topic in the United States and Australia, air transport and air companies leads in Europe, and travelling with parents dominates in China.


The top ten discussed topics on travel forums in Australia are:

  1. Loyalty and mileage programs
  2. Air transport and airlines
  3. Road trips
  4. Must-see locations
  5. Travelling alone
  6. Bargain travel
  7. Travelling with technology
  8. Looking for a travel companion
  9. Travel trips
  10. Photo/videos
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