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%).

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