News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
User-submitted images important to travelers researching accommodation, sight-seeing
How many reviews do you read through before committing to a hotel booking or a table at a restaurant? A new survey, conducted by PhoCusWright for TripAdvisor, reveals all.
Sites such as TripAdvisor enable travelers to thoroughly research destinations, accommodation, local attractions and dining experiences. I use TripAdvisor a lot, and spend hours reading through reviews and viewing user images before deciding on where and what to book.
But, on average, how many reviews do people trawl through before feeling confident enough to part with their hard-earned cash? According to the TripAdvisor-commissioned research, when researching a place to say, 80% read at least 6 - 12 reviews before making a decision, with the most-recent reviews of most interest.
When researching where to eat, or local attractions, 20% of travelers read over 11 reviews before making up their mind.
So important are reviews that more than half of travelers researching on TripAdvisor won't book a hotel if it has no reviews. On the other hand, reviews that are extreme - either in their gushing praise or downright disgust - are largely ignored. However, favorable user photographs and TripAdvisor awards are likely to tip the balance in favor of a property, restaurant or local attraction. User photographs are one of the main features I tend to look at, more so than the professional photographs submitted by the business owner, and I'm not alone - 73% of TripAdvisor visitors rely on user-submitted images to make a decision.
"There is no denying that reviews are a powerful and significant part of the travel planning experience," says Barbara Messing, chief marketing officer, TripAdvisor. "The results of this study showcase the vital part reviews play, reinforce the idea that we are becoming more social as travelers and demonstrate the essential nature of reviews to hospitality businesses."
- Mobile video content more effective on publishers' website than social
- Email open rate in UK higher on tablets than US
- IAB: No YoY rise in UK ad-blocking
- Report: Over half of Millennials have or will use Bots
- Report: Finances key to engaging Boomers
- Top 3 tips to strengthen travel-based ad strategy
- Report IDs differences in how people use social
- Ad Roundup: Platform expansions and a partnership
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...