JupiterResearch Finds That the Growth of User-Generated Content on Travel Websites Takes Control Away From Marketers

Business Wire, June 2, 2008

NEW YORK -- JupiterResearch, a leading authority on the impact of the Internet and emerging consumer technologies on business, has found that the majority of online travelers believe researching travel online is easier now than ever before, with user-generated content now more influential on the choice of accommodation than brand among online accommodation researchers.

A new report published by JupiterResearch, "US Online Travel Consumer Survey, 2008," indicates that the 42 percent of online travelers using user-generated content consider the opinions of other travelers to be highly trusted and influential in both accommodation and destination choices.

"While online travelers are embracing user-generated content, it creates challenges for travel marketers," explained Diane Clarkson, Online Travel Analyst and lead author of the report for JupiterResearch. "The online travel space is becoming increasingly competitive and fragmented, and the influence of user-generated content means marketers have less control over their brands."

In an upcoming webinar, "Travel 2.0 Today: The Economy and the Evolving Online Travel Landscape," JupiterResearch analyst Diane Clarkson along with Bill Tancer, GM Global Research at Hitwise, will explore the world of Travel 2.0 and discuss how user-generated content and social networking sites impact the online travel industry.

According to David Schatsky, President of JupiterResearch, "Travel 2.0 has engaged and empowered travelers, creating an increasingly complex landscape for online travel retailers and brand managers. It is important for online travel providers to find opportunities by understanding the potential of Travel 2.0."

To register for JupiterResearch's upcoming "Travel 2.0 Today" webinar on June 12, 2008, visit http://www.hitwise.com/registration-page/economy-evolving- online-landscape-jupiter.php. (Due to the length of this URL, it may be necessary to copy and paste it into your Internet browser's URL address field. You may also need to remove an extra space in the URL if one exists.)

The complete findings of this report are immediately available to JupiterResearch clients online at www.jupiterresearch.com. For details on JupiterResearch's methodology, visit www.jupiterresearch.com/bin/item.pl/methodology or email press@jupiterresearch.com to request a detailed methodology statement. For additional information on this report or JupiterResearch's Online Travel research service, visit www.jupiterresearch.com or contact Kieran Kelly, Senior Vice President of Global Sales and Client Service, at 1-800-481-1212 or researchsales@jupiterresearch.com.

Related Reports: Airlines and Leisure Travelers; Travel Widgets; Travel Blogs; US Travel Forecast, 2007 to 2012

About JupiterResearch

JupiterResearch provides unbiased research, analysis and advice, backed by proprietary data, to help companies profit from the impact of the Internet and emerging consumer technologies on their business. The company helps online businesses make critical decisions about technology selection, spending, staffing, and Web site effectiveness; advises consumer-facing companies with online advertising, marketing, and customer service strategies to understand, attract, convert and retain customers; and guides technology vendors and service providers on market opportunity, positioning, product definition, and pricing. JupiterResearch is headquartered in New York City and has offices throughout the US and Europe. For more information, visit www.jupiterresearch.com.