The widespread use of online review forums in the travel sector highlights the value placed by consumers on other people's opinions and experiences when making purchasing decisions.

In light of recent press reports suggesting that in some cases unreliable content may have been posted, this article discusses the importance of building trust in a user-generated content environment, looks at how that may be achieved, and evaluates the market's potential evolution.

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www.deloitte.com/assets/Dcom-UnitedKingdom/Local%20Assets/Documents/Industries/THL/uk-thl-todays-online-travel-consumers.pdf