Consumer reviews have always been a crucial part of the purchase journey for booking each element of a vacation – whether it’s choosing an airline, hotel or package holiday provider. And with 44% of Vacation Buyers saying that consumer reviews affect their purchasing decisions, the importance of attaining brand advocates is plain to see.

The travel industry can bank on a fair share of consumers being willing to review their experiences online. In the last month, about a fifth of Vacationers have posted something travel- or vacation-related online, with 25-44s and those with children being the most likely to post.

But how can brands turn these Vacationers into positive brand advocates? Above all, it’s high-quality products and services that is the biggest motivator. But there’s almost 40% who would do so in exchange for rewards like future discounts, and 34% who would out of simple love for the brand. Customer service should also not be overlooked: 1 in 3 would promote a brand if customer service has been great, with this sentiment especially strong in the Middle East & Africa.

For most insights on this topic, clients can download our Vacation Buyers report here. Tomorrow we’ll take a further look at travel research habits, focusing on vacationers with young children.

Explore data in PRO PlatformDownload the online purchase journey infographic


Written by

Katie is a Strategic Insights Manager at GWI. Moving to the company 4 years ago, Katie heads up the Strategic Insights team, overseeing the production of bespoke assets for clients. Katie also writes on GWI's blog, with a particular interest in social media and marketing.

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