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JUST THE FACTS

Whom Do You Trust?

October 18, 1998

When it comes to travel information, we rely on our friends more than the experts, according to one survey.

QUESTION: "When considering travel destinations, whom do you have confidence in?"

ANSWERS

Recommendations of a friend: 78%

Recommendations of a travel agent: 44%

Information in travel brochures: 36%

Articles in newspapers and magazines or programs on TV and radio: 33%

Information in travel advertising: 26%

Information on a Web or online service site: 25%

Source: Yankelovich Partners survey of 1,600 adults

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