Destination websites are the #1 source of travel information
A global study of CNN consumers’ travel perceptions and behavioural trends has revealed that safety and security is of greater concern when choosing an international travel destination, than any other deciding factor – for more than two thirds of global respondents.
- 67% say ‘safety and security’ matters most
- 60% are ‘price’ driven
- 58% are driven by ‘reputation’
- 55% say ‘knowledge and availability of information’ matters most
- 54% are driven by ‘diversity of things to do/amenities’
“That safety and security is significantly more important for respondents than the cost of travel, even in austere times, is an indicator that, in times of regional unrest, the pendulum has swung. With reputation also a key factor, tourist boards will clearly continue to have a vital role to play in shaping international perceptions of their country to encourage tourism growth,” he added.
‘Price’ ranks second in travel decision making, reflecting the continuing impact of the economic crisis on consumers. Yet despite this, the latest UNWTO growth predication figures confirm the resiliency of a buoyant global tourism sector.* However, respondents are not just price conscious, they are also discerning. ‘Reputation’ is the third most considered factor for respondents considering travel destinations. The survey also revealed how global respondents prefer to gather information prior to travelling.
- 50% use four or more main information sources when looking for destinations
- Destination specific websites lead the way as a source of travel information (57%) with travel content sites (55%) a close second.
- 55% prefer to rely on recommendations and information garnered from family, friends and colleagues.
- Whereas for 49% traveler review websites are a top information source for travel