News

Word of mouth still most trusted source

While there may be a plethora of information hubs to help you plan your next holiday, it appears most Aussies can’t ignore the good word of another traveller.

Roy Morgan Research has shown that despite having websites, travel agents, guidebooks and TV shows at our fingertips, when planning a trip we appreciate good word of mouth, with nearly one third of the population thought of as ‘trusted advisers’ sought after for top travel tips.

In the 12 months to September 2014, 33% of Australians 14+ (or 6.3 million people) reported being asked for advice about planning a holiday by friends or family.

Among different age groups, Aussies aged 25-34 are the most sought-after trusted advisers (44%), ahead of 35-49 year-olds (35%).

It goes without saying that recent travel experience is one of the most valued assets for these trusted advisers, and people who have jetted off to somewhere in the last 12 months are more sought after than the average Aussie for their advice.

Just over 52% of those who’d been on an overseas trip and just under 40% of those who’d taken a domestic trip were asked to share their holiday hints.

Roy Morgan Research's group account director Angela Smith said it makes sense for people to turn to recent international travellers for advice when heading abroad themselves.

“Domestic travel doesn’t tend to require as much planning and research, as holiday-makers are essentially staying on home turf; whereas an overseas trip usually involves at least some unknowns,” she said.

“Our data also shows that more frequent travellers, whether international or domestic, are more likely to be sought out for their holiday advice. Nothing beats a personal and up-to-date report of what a hotel is really like, where the best restaurants are, or what the latest tourist scams are, for example.”

For Aussies aged between 25 and 34, travel is more likely to be on the cards than for any other age group, making them the most trusted group for up-to-speed travel advice.

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