The PhoCusWright Consumer Travel Trends Survey Tenth Edition looked into how Web 2.0 rich media played into hotel’s online reservations, and the numbers might surprise some.

When travelers were asked what most influenced their decision in choosing accommodations, a recommendation from a friend or family member ranked fifth overall at 72%.

What could influence the traveler more than a personal recommendation?

Rich media, seems to be the answer.

Travel-related Podcasts or Online Video was #1 at 89%, Reviews generated by people the traveler did not know ranked #2 at 87%, and travel review websites and blogs ranked at 86%, sharing the #3 and #4 spots.

This report ought to be enough to get hotels to update their websites with all the latest web 2.0 bells and whistles.

Read more about the report.

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