Published on : Tuesday, November 5, 2013
More than half (55%) of the 1001 UK holidaymakers polled for the World Travel Market 2013 Industry Report had used a guide book, leaflet or app within the previous twelve months as pre-trip research or to use in-resort.
It had been felt the traditional hard copy guidebook had been under threat from the internet and apps. However, almost one in six (59%) holidaymakers used a hard copy guidebook on their summer holiday in 2013. Two-in-five (41%) purchased their holiday guidebook, while 18% borrowed the book from a friend or relative.
Furthermore, the report found that guide books are the “key resource of holiday information” for one in six (14%) of the UK public. Guide books’ popularity compared well with other traditional sources such as newspaper travel sections and specialist magazines which both polled 5% each.
Blogs however appear to be struggling to gain widespread adoption with a disappointing 3% describing blogs as their key resource. Other digital channels fare better, with peer review sites such as TripAdvisor by far the most important channel, favoured by 27%.
Reed Travel Exhibitions, Senior Director, World Travel Market, Simon Press said: “Traditionalists will take heart that the well-thumbed guide book, shared among friends, is still a big part of how people research holidays. Peer reviews remain the most dominant source for information, but people are as multi-channel in their research as they are in their shopping.
“This research shows that the death of the guidebook has been greatly exaggerated.”
Source:- WTM London