Destination websites most influential as travellers prioritise security

Destination websites most influential as travellers prioritise security

Destination-specific websites lead the way as a source of travel information (57%) with travel content sites (55%) a close second, according to a new poll.

Half of people use four or more main information sources when looking for destinations.

More than half (55%) prefer to rely on recommendations and information garnered from family, friends and colleagues.

Traveller review websites are a top information source for travel for 49% of consumers, according to a global study of CNN consumers’ travel perceptions and behavioural trends.

The study reveals that safety and security is of greater concern for two thirds of people when choosing an international travel destination than any other deciding factor.

‘Price’ ranks second in travel decision making, reflecting the continuing impact of the economic crisis on consumers.

However, respondents are not just price conscious, they are also discerning. ‘Reputation’ is the third most considered factor for respondents considering travel destinations.

The survey asked respondents from more than 70 countries, recruited via CNN websites, to identify the key influencing factors in their decision making process, when deciding upon both leisure and business travel destinations.

It found that:

  • 67% say ‘safety and security’ matters most
  • 60% are ‘price’ driven
  • 58% are driven by ‘reputation’
  • 55% say ‘knowledge and availability of information’ matters most
  • 54% are driven by ‘diversity of things to do/amenities’

CNN International ad sales research, development and audience insight senior vice president Didier Mormesse said:

“Destination branding has become one of the most competitive aspects of today’s tourism industry and these insights are valuable for countries looking to market themselves as the destination of choice for travellers.

“That safety and security is significantly more important for respondents than the cost of travel, even in austere times, is an indicator that, in times of regional unrest, the pendulum has swung.

“With reputation also a key factor, tourist boards will clearly continue to have a vital role to play in shaping international perceptions of their country to encourage tourism growth.”

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