81% of travelers find online reviews important for a hotel and 49% will not make a reservation for a hotel that has zero reviews.
—Justin DeRise
But online travel review websites have become an important information source for travelers who increasingly rely on them to make decisions before hitting the ‘Book Now’ button.
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How many of us have reached for our smartphone or tablet after choosing a location to look up online reviews for hotels in the area? Travellers check review sites to get a broader perspective of your hotel; and they not only read them in ever increasing numbers (research suggests the average person reads about seven reviews before making a decision) but they trust them; a study by Search Engine Land found that 88% of people trust online reviews as much as personal recommendations.
(2)
Every month, 456 million people – about one in every 16 people on earth – visit some tentacle of TripAdvisor.com to plan or assess a trip and at present, more than 200 new posts are uploaded to TripAdvisor every minute. Research firm Oxford Economics found that TripAdvisor’s reviews and scores influenced around $546 billion of travel spending during 2017 – now that’s quite a bit of influence.
On a more granular level, some experts claim that one bad review can result in up to 30 lost reservations. A paper on the influence of online ratings and reviews found that users trust bad ratings more than good ratings. Bad ratings are trustworthy regardless of the number of reviews and good ratings are trustworthy only when they come along with a high number of reviews!
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