Online Buyers Seek Out User Reviews

according to eMarketer which presents a collection of studies that proof this point. Although not dealing specifically with travel, I would venture the guess that similar numbers apply.

This is further proof of the importance buyers place on comments by buyers/users of a particular product or service and as I’ve commented previously, if those comments are made by someone close, like a relative or friend or member of a social network they will have an even higher impact on purchasing decisions.

Ignore the conversation about you in social media at your peril!