The countdown to traveling during the holidays has begun, and according to the fourth annual Allianz Travel Insurance Vacation Confidence Index, travel reviews are playing a bigger role in vacation travel planning. Seventy-six percent of consumers traveling this holiday season (up from 69 percent last year), say they find other travelers' reviews trustworthy. Combined with the survey's other major finding that Americans plan to spend 12 percent more on holiday travel this year over last, user reviews have become even more critical for travel suppliers such as hotels and cruise lines.
"Consumers understand that travel is a significant investment, and they are looking for ways to validate their choices," said Alan Josephs, chief marketing officer of Allianz Global Assistance USA. "Travelers want reassurance from peers that their selection is going to provide them with the best experience possible."
More Americans are taking others’ reviews into account when they’re planning their own vacations. Half of Americans who are confident they will take a holiday trip in the next year “factor” other travelers’ reviews into their own booking plans, up nine points from those who answered similarly last year. The other half of Americans taking a holiday trip do not factor other travelers’ reviews into their plans, down nine points.
Just as young Americans are more likely to find other travelers’ reviews “trustworthy,” they are also most likely to factor other travelers’ reviews into their own booking plan (47 percent, up five points from 2011). Social networking sites such as Facebook, Twitter, and Pinterest are also popular among travelers.
Allianz Travel Insurance provides its customers with coverage should a planned trip be cancelled or interrupted for unforeseen circumstances that are included in the purchased policy. For additional information, visit www.allianztravelinsurance.com.