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	May 13, 2008 US Online Travel Consumer Survey, 2008 by Diane Clarkson with David Daniels

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Executive Summary

Brand perception is increasingly moving from the domain of marketers into the arena of user-generated content (UGC): 40 percent of online travelers now use content from other consumers in their travel decisions. Online travelers indicate plans to reduce the number of trips they take in the next year, which will heighten competition within the fragmented travel industry.

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