Study reveals the global economic contribution of TripAdvisor

TripAdvisor is not only influencing travelers' booking decisions, it is also driving travel spending that would otherwise not have occurred, according to a new study from Oxford Economics and commissioned by the travel website.

by Helen Leggatt

The results of "extensive modelling spanning more than 100 countries" has revealed the significant influence of TripAdvisor both influencing travel decisions and generating additional travel activity.

During 2014 alone, TripAdvisor was found to have influenced $478 billion worth of travel spending, equating to around 352 million room nights. Additional travel spending generated by the review website in 2014 is estimated to be around $64 billion. The study suggests that that additional expenditure simply would not have occurred had it not been for TripAdvisors' influence.

"As well as generating trips that wouldn't otherwise have taken place, increased interaction with TripAdvisor listings and reviews encourages travellers to take longer trips," says Adam Sacks, president of Tourism Economics (Oxford Economics).

Additional findings of the study 'The Global Economic Contribution of TripAdvisor' include:

- As content for a destination rises, so does the number of trips taken to that destination;
- TripAdvisor levels the playing field for independent businesses;
- Reviews directly influence hospitality standards.