Web 2.0 is having an increasing impact on the travel industry, new research by site Boo.com has revealed.
Over 70 per cent of British travellers rely on reviews posted on the internet by other users when trying to use a holiday destination.
The user-generated aspect of Web 2.0 is an increasing hit among British holidaymakers, who increasingly prefer the advice and tips of fellow travellers to travel agents.
Less than 15 per cent of those polled trusted travel agents of their brochures when planning their holidays.
And the majority of respondents, 90 per cent, preferred to do their own research on the destination online.
The wealth of information currently available on the best places to go is made possible by the reviews and details provided by other travellers, 17 per cent of which post a review on their return, the survey found.
It seems travellers prefer advice from those in the same situation and with the same objectives rather than travel agents who might have a hidden agenda.
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