TripAdvisor today announced the results of an independent study that underscores how essential online traveller reviews are in the research and booking process. The commissioned report, conducted by PhoCusWright** on behalf of TripAdvisor, was conducted at the end of 2013, and reveals that more than half of global respondents do not want to make a booking commitment until they read reviews and find out what other travellers thought about the property. 

According to the study, respondents turn to TripAdvisor on a regular basis. Twenty nine percent visit the site several times a month, 12 percent say they check the site at least once a week and 26 percent regularly use the site more than once a week.  Overall, this means that 67 percent of respondents check TripAdvisor a few times a month or more.  

More than 80 percent say the site’s reviews help them feel more confident in their travel decisions, and help them to have a better trip. Of those polled, 93 percent of respondents feel that a hotel stay is very important to the overall trip experience. However, TripAdvisor users aren’t just looking at accommodation options: 

• 77 percent usually or always reference TripAdvisor reviews before selecting a hotel.
• 50 percent usually or always reference TripAdvisor reviews before selecting a restaurant.
• 44 percent usually or always reference TripAdvisor reviews before selecting an attraction. 

The survey also reveals some interesting findings about why travellers write reviews, how they use them when planning a trip and the impact management responses have on their perceptions of properties. 

“There is no denying that reviews are a powerful and significant part of the travel planning experience,” comments Barbara Messing, chief marketing officer, TripAdvisor. “ The results of this study showcase the vital part reviews play, reinforce the idea that we are becoming more social as travellers and demonstrate the essential nature of reviews to hospitality businesses. Not only are travellers referencing reviews before they book, they are clearly more highly engaged by businesses that respond to reviews.” 

Management responses increasingly important: 

• 87 percent of users agree that an appropriate management response to a bad review “improves my impression of the hotel”.

• 70 percent of users agree that an aggressive/defensive management response to a bad review “makes me less likely to book that hotel”.

• 62 percent of users agree that seeing hotel management responses to reviews generally “makes me more likely to book it (versus a comparable hotel that didn't respond to travellers)”. 

How many reviews is enough? 

• When researching places to stay on TripAdvisor, 80 percent of respondents read at least 6-12 reviews before making their decision, and they’re most interested in recent reviews that will give them the freshest feedback. 
• When researching restaurants or local attractions on TripAdvisor, one in five (20%) travellers read over 11 reviews before making a decision. 

How travellers use reviews 

We know reviews are important – so important in fact that more than half of respondents (53%) will not book a hotel that does not have reviews. But how do travellers interpret reviews? When asked how they tend to use TripAdvisor, a few key elements came to the forefront: traveller submitted photos and TripAdvisor awards can tip the scale for properties, but in general, extreme comments in reviews are ignored. 

• When asked about traveller submitted photos, 73 percent of respondents said they look at these as they help them make choices.
• 65 percent of respondents are more likely to book hotels that win awards from TripAdvisor.
• 64 percent of respondents tend to ignore extreme comments when reading reviews. 

And the importance of reviews is not limited to hotels – restaurants need them too. According to the study, 31 percent of respondents avoid eating at restaurants that do not have any reviews. 

How do Indians review? 

• TripAdvisor users in India are most likely to avoid booking hotels with no reviews. 

• 68% of Indian respondents said that they have written a review in the past year because they feel they are a part of TripAdvisor’s social community (versus 47% Global average). 

• 25% of respondents in India read reviews about 11 or more different hotels before reaching a decision (versus 13% global average) 

(You need to login first to read complete news).
New User? Register for FREE!
» Back to Travel News