How Travelers Interpret Reviews: Get The Facts
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).
Fact 4: Travelers appreciate a Management Response
While no single hotel review may be decisive for a traveler, we’re aware that the reviews and opinions on TripAdvisor are important to properties listed on the site. Ensuring the honesty of all reviews – and preventing fraud – is our top priority. While no system is perfect, and the anonymity and open access of the Internet offers its own challenges, TripAdvisor has adopted an extremely detailed, sophisticated and frequently updated process to screen review submissions. Hoteliers also have the right to dispute any comments (contact Customer Services: 1-617-431-5424 (US, Canada) or +44 203 318 5019 (UK, Australia, India)), as well as the right to reply – in a Management Response. When an owner responds promptly and professionally to a review, addressing any specific complaints as well as the positive comments, a Management Response can be very effective. In fact, 71% of surveyed travelers¹ª found them to be very persuasive.
*The three research companies were Forrester Consulting, comScore Media Metrix and PhoCusWright
¹ “TripAdvisor Custom Online Survey 2010”, conducted by Forrester Consulting, commissioned by TripAdvisor
¹ªQuestioned in relation to a specific review from an official hotel rep. Survey by Forrester Consulting, as above.
²Source: comScore Media Metrix, Worldwide, August 2011
³According to a July 2011 PhoCusWright survey of 3,641 respondents. Participants for the study were solicited at random through a pop-up invitation link on TripAdvisor.com.