How do Hotel Guests Use Online Reviews before Booking
The commissioned survey - conducted by PhoCusWright - 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.