Summit: Nearly 80% say images are deciding factor in travel purchases

Images have become one of the most important factors in influencing travel purchasing behaviour according to research from Frommers Unlimited.

The research, which was unveiled at the Travolution Summit, showed 78% of consumers felt images were the most important factor when planning a trip followed by maps.

Video of destinations was not deemed as influential with only 26% saying it influenced their purchasing decisions rising to 29% for video of accommodation.

The findings of the research were supported by Bing director of product management for EMEA Jim Cruikshank who said consumers are confused by reviews, rating schemes on websites and the lack of transparency in pricing.

“They don’t believe the written word but they do believe images,” he said.

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