Get our RSS feed
Search BizReport
News by Topic
Marketing
- Advertising
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Beyond Marketing
BizReport : : December 05, 2012
No review, no booking say TripAdvisor users
New research by PhoCusWright for TripAdvisor reveals that more than half of the review site's users would not consider booking accommodation that had no reviews while extreme comments are ignored by 6 in 10.
Of the 2,739 users of TripAdvisor surveyed, 53% said they would not make a booking if there was no review on the website.
Reading reviews on TripAdvisor made 87% feel more confident about a booking choice after reading reviews and almost all (98%) find those reviews "accurate of the actual experience".
Confidence levels are further illustrated by the number of TripAdvisor users who would recommend accommodation reviews to others.
On the whole, users focus on positive reviews with just 5% paying much attention to the negative, and extreme comments are ignored by 59%.
It's not just the written word that site visitors use to make accommodation decisions, over two-thirds (67%) take into consideration traveler-submitted photos, seen by many as more representative of the actual experience than those submitted by the accommodation owner.
When perusing reviews, site users will check out the reviewer to see how many reviews they have made and take that track record into account when weighing up the accuracy of a review.
Earlier this year, research by online reputation experts TrustYou found that while few accommodation owners reply to reviews left on sites such as TripAdvisor (32%), the benefits of doing so are significant.
Over two-thirds of travelers (68%) who research accommodation feel that their perception is enhanced when management respond and, as such, they would choose a hotel that had responded to reviews over one that had not. Even a hotel's response to negative reviews reassures 79% of travel researchers that the management will be responsive to their needs.
"Responding to guests is one of the simplest ways to increase customer satisfaction and drive loyalty once a guest has left the hotel," said Margaret Ady of TrustYou.
Tags: consumer insight, social marketing, travel marketing, travel reviews, TripAdvisor
Tweet
Subscribe to BizReport
Please enter your e-mail here:
-
MoJoCo
Latest Headlines
- App Store hits 50 billion milestone, Google Play not far behind
- IBM: Mother's Day shopping goes mobile
- Service industry occupations not safe from technology
- How webrooming is taking over ecommerce
- Report: Strong digital presence key to success
- Report: SMBs falling behind in tech
- Mobile the boost loyalty programs need
- British Land: UK retail stores must adapt or die
Featured White Papers
- Top 10 Online Brand Protection Strategies for 2013
Whether stealing web traffic, pirating digital content or selling counterfeit goods, online scammers are sure to continue highjacking brands for... - Get Serious About Email Marketing
Small business success starts with a solid email foundation. If you're a small business with limited resources, you need an... - The Essential Guide to Internet Marketing
Learn the latest tips and tricks to online marketing by downloading the latest edition of our most popular ebook! Whether... - Smarter Service: The Contact Center of the Future
Today's consumers expect better service, better products, and better communication with retailers. Without a single view of the customer across... - 9 Reasons Why Your Email Campaign Is Failing
When you analyze your email marketing program, what is your email data telling you? Measuring your data can be difficult,... - Deliver Extraordinary Customer Experience
Competition is fierce in today's economy and customers know this. They can easily search the Internet to find companies that...