80% of TripAdvisor Users Read Six to 12 Reviews Before Choosing a Hotel
A new survey from TripAdvisor has revealed that more than 80% of the site’s users feel that reading reviews prior to a trip away made them feel more confident about their travel decisions.
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In the report, conducted by PhoCusWright on behalf of TripAdvisor, it highlighted that more than half of global respondents do not want to make a booking commitment until they read reviews and found out what other travellers thought about the property.
According to the study, respondents turn to TripAdvisor on a regular basis. Of the 29% that visit the site several times a month, 12% say they check the site at least once a week and 26% regularly use the site more than once a week.
Of those polled, 93% of potential guests felt that a hotel stay is very important to the overall trip experience and 77% usually or always reference TripAdvisor reviews before selecting a hotel.
The survey also revealed 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. Some 87% of users agreed that an appropriate management response to a bad review “improves my impression of the hotel”.
“There is no denying that reviews are a powerful and significant part of the travel planning experience,” said 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.”