New Webloyalty research has revealed that nearly half of Brits (43%) are turning to TripAdvisor for inspiration prior to booking our main holiday. 

Peer-to-peer recommendations on the site are now the favoured route of holiday research, becoming more popular than suggestions from friends and family, which only a quarter of Brits (26%) sought for their last main holiday.

Nearly half of us (43%) do not judge recommendations by friends and relatives to be important when selecting a holiday destination, compared to less than a third (30%) who felt that way about online reviews.

The ‘Digital Destinations’ research undertaken by TNS showed that the rise of sites like TripAdvisor has had a huge impact on the High Street, particularly in the research and inspiration phase of booking a holiday.

Less than a quarter of us (22%) now look at travel brochures, with only 15% actually making the effort to visit a local travel agent for holiday inspiration.

However, it’s not all bad news for travel agents, as the research found they are still popular with package holidaymakers – 37% of those who booked a package holiday in the last two years booked ‘offline’ with a travel agent, either in person or over the phone.

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