Especially leisure travels that tend have more financial and emotional risks.
Free time has become rare in Western societies. Westerners see that holidays are essential emotional and financial investments.
To cut the risks, they carefully choose a travel program by searching for the most related sources they can find.
To be used in decision making and closing the gap between expectations and experiences.
The access to the information is accurate and real-time, which is important in helping them make the best decisions.