The Power of Online Reviews

According to a recent study by TripAdvisor, online reviews continue to be seen as an important and trusted source of information when making bookings. The Power of Reviews project surveyed more than 23,000 TripAdvisor users worldwide about the role of online reviews.

86 percent of respondents said that TripAdvisor reviews made them feel more confident in their booking decisions. The top reason for using TripAdvisor, they said, was trusting in the "wisdom of the crowd. "The results show how important real reviews from real people are to travelers when planning a vacation," said Becky Foley, Sr. Director, Trust and Safety, TripAdvisor.

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Why Recent Reviews Are Crucial for Choosing Restaurants and Hotels

According to the study, 72 percent of users read reviews before deciding on a restaurant or attraction. When booking accommodations, that number rises to 81 percent of users. On average, guests read nine reviews before choosing a restaurant or booking a hotel. Of those, 78 percent focus on the most recent reviews. "Extreme" comments are ignored by 39 percent of users.

Participants were also asked about their motivations for posting reviews. The results show that 87 percent of people post reviews because they want to share their positive experiences. According to Foley, "The minimum word count and authentic photos allow travelers to share detailed experiences and stories. In this way, reviews serve as a guide in the planning process.

Fore more Information about online reviews, please read our article "The Importance of Online Reviews for the Hotel Industry".

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