Travellers increasingly swayed by reviews: report

Travellers increasingly swayed by reviews: report
By admin


More than half of global respondents do not want to make a booking until they have read previous travellers reviews, according to a new report by TripAdvisor. 

The study, carried out by PhoCusWright, revealed that peer reviews for hotels, restaurants and attractions are highly influential in where and what travellers book.

“Globally, travellers want to see pictures, they like to book properties that have a lot of accolades, and they like to read the most recent reviews to get a fresh perspective of the hotel, restaurant or attraction," TripAdvisor chief marketing Barbara Messing said.

Of the 12,225 global participants surveyed, 1,006 of those were Australian.

Statistics show that Australians usually read six to 12 reviews before making a decision on hotels, restaurants or local attractions (45%), whilst 24% will go through 13 to 20 reviews whilst planning.

When asked about traveller-submitted photos, 73% of global respondents said these help them to make choices. In addition, 76% of those who post a review wanted to share their good experiences.

When it comes to bad reviews, participants indicated that an appropriate response from management improved their impression of the business overall. Yet, 64% of respondents tend to ignore the extreme comments when reading reviews.

Interestingly, TripAdvisor users in Italy are among the most active restaurant review readers with 75% “always” or “usually” referencing TripAdvisor before choosing a restaurant, followed by Spain (60%), UK (53%) and the US (46%).

Latest News

  • Aviation

Low-cost Indian carrier SpiceJet continues to burn cash

It’s not just low-cost Australian carriers that are facing hardship. SpiceJet, India’s version of Bonza, recently announced a 72 per cent reduction in its net loss versus last year. But, despite this improvement, the airline has posted losses for six straight years. But it has secured board approval to raise up to INR 30 billion […]

  • Attractions

SAKA Museum recognised in TIME magazine’s World’s Greatest Places 2024

AYANA Resort Bali’s newly-opened cultural and events centre, SAKA Museum has been recognised in TIME magazine’s World’s Greatest Places list for 2024. Part of AYANA Bali’s resort destination, the museum integrates Bali’s rich history with state-of-the-art facilities, making it the centrepiece for the island’s spiritual and cultural heritage. TIME magazine’s inclusion of SAKA Museum in […]

  • Cruise

Silversea taps Barbara Biffi as senior vice president for global sales

Ultra-luxury and expedition cruise travel brand, Silverseas, has announced Barbara Biffi as its new senior vice president of global sales. Biffi joined the company in 2007, holding numerous positions and gaining a deep understanding of the brand, the preferences of its guests and its strategic goals, the company said. An Italian national with a wealth […]

  • Technology
  • Travel Agents

Amadeus welcomes FCM Travel as new reseller partner of Cytric Easy

Cytric Easy, the travel management tool embedded in Microsoft Teams, is to be integrated into FCM Travel portfolio. Amadeus and FCM Travel have extended their Cytric distribution agreement to include Cytric Easy. With this new agreement, global travel management company FCM Travel, becomes a reseller of the innovative travel management collaboration solution embedded into Microsoft […]