Trustworthiness has emerged as a key differentiator for successful online travel resources, as per the findings of a study initiatied by Yahoo! in Europe.

Published: 09 Jun 2009

Trustworthiness has emerged as a key differentiator for successful online travel resources, as per the findings of a study initiatied by Yahoo! in Europe.

Findings from a survey, featuring 11,000 Internet users, indicated that visitors to travel websites want social media and user-generated content, with 38 percent of users preferring recommendations and advice from other users when booking a holiday online.

Around 60 percent of respondents across Europe selected trust as the most important consideration over other characteristics including simplicity, friendliness, informative and professionalism. In the UK, however, consumers are looking for simplicity and clarity, with 68 percent of respondents listing this as the most important factor. UK users want special offers and deals, a price comparison tool, information on accommodation, travel guides, and photos and video footage.

To enhance the user experience, 45 percent of all those surveyed noted an interest in the further use of multimedia such as video footage.