The Trust Foundation Understanding trust issues in the digital era.

“Mike Teasdale, Planning Director at Harvest Digital, comments, ‘This research shows that user reviews are not just one of the factors that consumers use to decide between different holidays, but are the most trusted information source of all. Recent moves like the Guardian’s new travel portal featuring user generated content and the launch of WAYN suggest that the industry is waking up to the importance of consumer opinions to travel choices. This has implications for all kinds of non-generic services and not just travel. For example, students choosing between different colleges are now very likely to look for the opinions of current alumni before making a decision.”

“User-generated content sites are more likely to be seen as trustworthy by women than men and, when it comes to age, are most trusted by 25-34 year olds. However, the validity of user reviews are truly championed by the travel industry’s most important group - frequent travellers.”