A study of more than 1,200 Brits has found that they are 10% more likely to be persuaded by the behaviour of other travellers than by reduced prices, with users 14% more likely to take action when messages appeared saying ’40 others have already booked’ than ’10 others’. Known as ‘social proofing’ this is when people subconsciously copy others when a sense of urgency is generated.

The research also found other travellers’ reviews were more powerful than price discounts, leading some to pay more than they necessarily have to.

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