Want to know how travelers assess and react to reviews of your property on TripAdvisor? You’ll find real insight in research findings conducted by three independent professional bodies.
Fact 1: Today’s traveler places growing importance on independent customer reviews
The growing sophistication of travel marketing has created more sophisticated travel consumers, who cut through the hype and seek out independent opinions and reviews. In a survey¹, 81% of travelers said reviews were important when deciding which hotel to book, and almost half said they wouldn’t book a hotel unless it had reviews.
Fact 2: Fifty million travelers value TripAdvisor reviews
Did you know that TripAdvisor is the world’s largest travel website, attracting 50 million unique users every month²? This user loyalty testifies to the usefulness of our traveler reviews and opinions. According to a recent PhoCusWright study commissioned by TripAdvisor³, 98% of respondents found TripAdvisor reviews to be accurate of the actual experience; and 89% of respondents agreed that TripAdvisor hotel reviews “Help me plan a better trip”.
Fact 3: Travelers turn to the ‘wisdom of the crowds’
Recent research supports what we at TripAdvisor have always maintained: travelers form an educated view based on the opinions of many. A survey conducted by Forrester Consulting¹ found that 77% of travelers usually ignore extreme comments about properties and base their assumptions on a general assessment of customer responses (as well as property photos and descriptions).