The behaviour of other travellers is now more likely than low prices to influence Brits’ next travel choice
A study conducted by IHG Rewards Club and behavioural science expert Professor Joe Gladstone from the University College London, which examined behaviour when booking hotels and spa hotels, flights and travel insurance, has revealed holidaymakers and spa-goers are now 10 per cent more likely to respond to cues from others who have made the same booking.
The study canvassed more than 1,200 Brits and found users were 14 per cent more likely to book when messages such as ‘12 other people have booked’ were increased to ‘40 other people have booked’.
Professor Gladstone specialises in consumer behaviour and explains the phenomenon known as ‘social proofing’ is where people subconsciously copy others when a sense of urgency is generated. This ‘social proofing’ is causing Brits to miss out on leisure break bargains.
The research also revealed that reviews from other travellers can be more powerful than pricing discounts. Almost half of those surveyed (48 per cent) admitted they were persuaded to book after reading positive reviews, 40 per cent more than when no messages appeared.
Professor Gladstone says: ‘Copying the herd helps us make quick decisions and can be very sensible if we don’t have time to make an independent decision under pressure. But thinking this way can sometimes allow us to be led astray. Consumers are bombarded with these marketing tactics every time we go online and this study clearly shows they work – when unsure, we simply follow the person ahead of us, even if it’s not a good deal.’
Apurva Pratap, IHG’s vice president of distribution and commercial marketing, says: ‘Our research shows there’s a lot of confusion around where to find the lowest deal and that persuasive tactics often mean travellers are stretching their purse strings more than they have to. We know our guests like choice, but they also want to know that they’re not paying over the odds for their room.’
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