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BizReport : Research archives : March 24, 2015

60% of travel business owners quick to check reviews

Travelers are quick to leave reviews of the accommodation or resort they stayed in, but are travel business owners as quick to check them? The answer is a resounding 'yes', according to recent research from TripAdvisor.

by Helen Leggatt

In a survey of 100,000 travelers and business owners, TripAdvisor found that two-thirds of travelers leave a review within two days of their trip. Being factual was considered the most important part of a helpful review by more than half (56%) while 48% said detail and 41% said being concise.

When it comes to accommodation, two-thirds of travelers feel it's important for reviews to mention the overall condition of a hotel, and 49% think mentioning the quality of service is important.

The least helpful reviews were those that contained extreme opinions, either positive or negative, without further justification or explanation. Reviews that were written more than three months after the experience were also found to be unhelpful, as was the inclusion of personal feelings that were not adequately explained.

But what about business owners themselves? According to TripAdvisor, 60% are quick to check reviews, reading them as soon as they are posted. Just 12% check reviews on a weekly basis and 19% daily.

Businesses find reviews helpful - 70% of them say that acting on reviews helped them make improvements and 82% believe reviews positively influence industry standards.

TripAdvisor now boasts more than 60 million members and makes almost a billion dollars in revenue each year.

Image via Shutterstock

Tags: review trends, travel, TripAdvisor

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