The survey conducts that there are still a lot of people who search information about services (rooms, trips) through their friends and family. They are mainly business and leisure travelers. I agree with this result. However, I think that they are mostly midle age people. Personally I think that these people are the ones who have experienced a lot in their lives. Thus, they often trust their friends/family more than what they have searched on internet. Next, they donot want waste too much time on trying new things.
For the young generation, who are familiar with Internet since they are little, the result is not right. These people always want to discover new things. They often get on internet to search what they want. Therefore, they mostly tend to use online channels to make hotel choice decision. They can see the reviews, feedbacks of hotels/airlines, etc on Internet ( for example: tripadvisors), they eleminate and finnaly they choose the most suitable ones for them. For instance, I always search on Internet for any service that I want to book, I find that I can have a bunch of information about that services on internet a-or facebook rather than from my friends/family.
It is true that the internet and other searching engines can not take the control. There are people who still love to be recommendated by their friends/family who already experienced of the services. However, once technology and internet become explosive, I think that most people will rely on online channels to make decision for their services.
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