Easy to forget sometimes how in such a short space of time the influence of social media on purchase decisions and how travellers rely on each other for information.
While there are subtle moves to move away from the so-called wisdom of the crowds to the wisdom of friends (especially by the likes of TripAdvisor), consumers are still massively influenced by what they read elsewhere from complete strangers on the web.
Here is a decent infographic pulled together by Funsherpa: