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Asian Travellers Pay Much Attention to Online Reviews

News Asia Pacific becomes one of the main source tourist markets, so there’s no wonder why many companies are interested in their habits and preferences. The newest study, performed by Redshift Research, throws light on a very interesting fact – Asia Pacific leisure tourists consider online reviews and feedback of their virtual peers to be one of most important sources of information.

The survey was conducted in October 2012. During it leisure travellers residing in Asia Pacific were asked how often they use social media to find advice and inspiration concerning their future travels. The “Digital Index: Travel & Tourism” study provided some quite unexpected results. 44% of respondents told they used various social media platforms to determine where to go and what hotel to choose. The digit is almost two times more then in the US and EMEA. Approximately one third of respondents also told they used social networks to find information about tourist attractions.

When it comes to determining a travel destination, as many as 57% of leisure travellers in Asia Pacific say they read online reviews to make a choice. This is also considerably more than in the US (38%) and EMEA (33%).

Leisure travellers in China are influenced by online reviews even more heavily than consumers of Asia Pacific. A tremendous number of Chinese travellers – 71% - rely on online reviews and browse the Net before making a choice about a travel destination.


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