Marketers everywhere are rushing to tap into the power of consumer word of mouth, and many assume that the keys to unlock this power are found online. While the power of online advice in travel is undeniable, it may surprise you to learn that only 10% of travel-related word-of-mouth takes place online, while about 90% takes place offline, primarily face-to-face. Yes, the dominant way people share is not online, but rather in person they seek advice and share their travel experiences with family, friends, and colleagues at work. It turns out that the real relationships still rule, even in a digital marketplace.
