Annual Allianz Travel Insurance Survey Highlights Jump in Percentage of Travelers that Trust Other Travelers’ Reviews [Travel & Leisure Close – Up]

The fourth annual Allianz Travel Insurance Vacation Confidence Index revealed that as the countdown to the holiday travel season begins, travel reviews are playing an even bigger role in travelers' vacation planning.

According to a release, 76 percent of consumers traveling this holiday season (up from 69 percent last year) say they find other travelers' reviews trustworthy. Combined with the survey's other major finding that Americans plan to spend 12 percent more on holiday travel this year over last, user reviews have become even more critical for travel suppliers such as hotels and cruise lines.

"Consumers understand that travel is a significant investment, and they are looking for ways to validate their choices," said Alan Josephs, Chief Marketing Officer of Allianz Global Assistance USA. "Travelers want reassurance from peers that their selection is going to provide them with the best experience possible."

Young Americans ages 18-34 (77 percent, up 7 points from 2011) and Americans with higher household incomes (77 percent of those with an annual HHI of $75,000) are most likely to find other travelers' reviews "trustworthy," followed by those ages 35-54 (70 percent), and American seniors (61 percent), ages 55+.

Although lower income Americans are the least likely to find other travelers' reviews "trustworthy" (64 percent of those with an annual HHI of less than $25,000), they have shown the biggest increase from 2011 with a 14 percent jump in 2012.

More Americans are taking others' reviews into account when they're planning their own vacations. Half of Americans who are confident they will take a holiday trip in the next year "factor" other travelers' reviews into their own booking plans, up 9 points from those who answered similarly last year. The other half of Americans taking a holiday trip "don't factor" other travelers' reviews into their plans, down 9 points.

Just as young Americans are more likely to find other travelers' reviews "trustworthy," they are also most likely to factor other travelers' reviews into their own booking plans (47 percent, up five points from 2011).

More information:

allianzassistance.com

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