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Online Reviews Remain a Trusted Source of Information When Booking Trips, Reveals New ResearchNEEDHAM, Mass., July 16, 2019 /PRNewswire/ -- TripAdvisor®, the world's largest travel platform, today announced the results of a study which uncovers how significantly reviews influence booking decisions. The global study, conducted in partnership with Ipsos MORI, polled over 23,000 TripAdvisor users across 12 markets on the use of online reviews and their role when booking hotels, restaurants and experiences. Trusted, accurate reviews Across hotel, restaurant and attraction reviews, more than four out of five (85%) participants report that the reviews they read on TripAdvisor accurately reflect their experience, with 86% agreeing that TripAdvisor makes them feel more confident in their booking decisions. "These findings show how important travelers find real perspectives from real people when they are planning their trips," said Becky Foley, Sr. Director, Trust and Safety at TripAdvisor. "While there are thousands of places to get travel information online, people keep coming back to TripAdvisor because they are guided by the reviews and can confidently plan the trip that's right for them." People trust people Nearly 8 out of 10 TripAdvisor users (79%) are more likely to book a hotel with a higher bubble rating when choosing between two otherwise identical properties, and over half (52%) agree that they would never book a hotel with no reviews. Recency and consistency important to travelers TripAdvisor users make thoughtful decisions, with nearly four out of ten respondents (39%) saying they ignore extreme comments, and over half of respondents (55%) reading multiple reviews across several pages to get an overall sense of people's opinions. On average, TripAdvisor users read nine reviews before making a decision on booking a hotel or a restaurant. Why do people write reviews? Foley adds: "With our minimum word count and candid photos, travelers are able to share their experiences and stories with other travelers, allowing our reviews to serve as a true guide during the planning process." Methodology About TripAdvisor The subsidiaries and affiliates of TripAdvisor, Inc. own and operate a portfolio of websites and businesses, including the following travel media brands: www.airfarewatchdog.com, www.bokun.io, www.bookingbuddy.com, www.cruisecritic.com, www.familyvacationcritic.com, www.flipkey.com, www.thefork.com (including www.lafourchette.com, www.eltenedor.com, and www.restorando.com), www.holidaylettings.co.uk, www.holidaywatchdog.com, www.housetrip.com, www.jetsetter.com, www.niumba.com, www.onetime.com, www.oyster.com, www.seatguru.com, www.smartertravel.com, www.tingo.com, www.vacationhomerentals.com and www.viator.com. *Source: Jumpshot for TripAdvisor Sites, worldwide, February 2019 TRIP-G View original content to download multimedia:http://www.prnewswire.com/news-releases/online-reviews-remain-a-trusted-source-of-information-when-booking-trips-reveals-new-research-300885097.html SOURCE TripAdvisor |