Travelers going online for trip info
Burst is reporting that nearly 3/4 of all Summer travelers go online during the planning process. This is interesting to us, specifically because of work like Yahoo's Trip Planner.
Travel is one of those categories where we know--intuitively and from personal experience--WOM is key to decision making. What Yahoo has done is bake that insight directly into the overall experience. That is, bringing the individual stories into the decision making process and the purchase funnel.
