Most TripAdvisor users read at least 6-12 reviews before choosing a hotel

woman with laptop at jetty – An independent study among 12,000 global travellers conducted by PhoCusWright in late 2013 on behalf of travel site,TripAdvisor, reveals that more than half of the respondents would not make a hotel booking until they read reviews about the property.

The study, which analysed the impact of online reviews on traveller’s trip planning stage, came up with the following findings:

Visitations at TripAdvisor

  • 29% of respondents visit the site several times a month.
  • 12% check the site at least once a week.
  • 26% regularly use the site more than once a week.
  • Overall, this means that 67% visit TripAdvisor a few times a month or more.

Reasons for accessing TripAdvisor

  • More than 80% said the site’s reviews help them feel more confident in their travel decisions, and help them to have a better trip.
  • 93% of respondents feel that a hotel stay is very important to the overall trip experience.
  • TripAdvisor users are not just looking at accommodation options when visiting the site. While 77% are usually or always referencing the site reviews before selecting a hotel, 50% do the same before selecting a restaurant, and 44% for an attraction.

How travellers use reviews

  • 53% of respondents will not book a hotel that does not have reviews.
  • 73% look at traveller submitted photos as they help them make choices.
  • 65% are more likely to book hotels that win awards from TripAdvisor.
  • 64% tend to ignore extreme comments when reading reviews.

How many reviews are enough

  • 80% 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.
  • One in five (20%) travellers read over 11 reviews before researching restaurants or local attractions on TripAdvisor.
  • 31% of respondents avoid eating at restaurants that do not have any reviews.

Why write reviews

  • 74% of travellers said they feel good about sharing useful information with other travellers
  • 70% of respondents want to share a good experience with other travellers.

impact of management response on booking

  • 87% of users said an appropriate management response to a bad review improved their mpression of the hotel
  • 70% of users stated that an aggressive/defensive management response to a bad review made them less likely to book that hotel”.
  • 62% of users agreed that seeing hotel management responses to reviews generally made them more likely to book it.

Metasearch helpful

TripAdvisor’s recently launched Hotel Price Comparison function (meta search). Most find it useful:

  • 51% said that it helped save time during the planning process.
  • 52% said it helped find the right hotel at the right price’.

How TripAdvisor is used  across the globe

  • 24% of Asia Pacific respondents read reviews about 11 or more different hotels before reaching a decision (versus 13% global average).
  • TripAdvisor users in India are most likely to avoid booking hotels with no reviews.
  • TripAdvisor users in Italy are among the most active restaurant review readers. 75% always or usually reference TripAdvisor before choosing a restaurant, followed by Spain (60%), UK (53%) and the US (46%).
  • TripAdvisor users in Spain read the most hotel reviews before booking, with 34%. reading 11 or more hotel reviews before deciding on a hotel.
  • Seven in 10 (69%) Brazil respondents are more likely to book a hotel that has hotel management responses, significantly higher than most other markets.

Barbara Messing, chief marketing officer of TripAdvisor said reviews were a powerful and significant part of the travel planning process. “Globally, travellers want to see pictures, they like to book properties that have a lot of accolades, and they like to read the most recent reviews to get a fresh perspective of the hotel, restaurant or attraction.

“The results underpin the need for business owners to not only monitor their online reputation, but to engage as much as possible with their past and potential customers. The benefits are clear – the more engaged the property, the more likely travellers are to book.”

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