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Study: TripAdvisor reviews and online reputation management can impact hotel booking

A new study conducted by PhoCusWright® on behalf of TripAdvisor shows just how important TripAdvisor reviews and online reputation have become in the online booking process. Most notably, the study has found that 53% of respondents will not book a hotel that doesn’t have reviews on the site. And an overwhelming 87% agree that TripAdvisor hotel reviews “help me feel more confident in my decisions.”

Additional findings:

  • 74% of respondents state that they write reviews because they want to share a good experience with other travelers
    • Only 5% state that they focus more on the negative when reading reviews to check for hotels and avoid potential pitfalls
    • 84% agree that an appropriate management response to a bad review “improves my impression of the hotel”

“The findings of the TripAdvisor survey reveal that, to thrive, hoteliers must actively encourage their guests to share their candid experiences online and also respond to their reviews when they do,” said Stephen Kaufer, president and CEO, TripAdvisor. “Otherwise, more than half of travelers may either ignore the property or pick a more responsive one.”

To view all of the results, see the infographic below.

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