TripAdvisor recently commissioned an independent PhoCusWright study which reveals key travel review trends happening in the tourism industry. For marketers, these insights are quite valuable, as they show how consumers are influenced by reviews and how TripAdvisor is shaping their overall behaviour. This provides valuable insights and recommendations can be drawn with regards to how marketers need to take advantage of travel review trends in 2014. TripAdvisor’s infographic therefore shows 24 insights that help to shape a businesses’ TripAdvisor strategy (TripAdvisor 2014).
The way in which reviews are being perceived by consumers is still very positive as TripAdvisor reviews actually make 83% of travellers feel more confident in their travel decision. This demonstrates the fact that most travellers actually do check TripAdvisor a couple of times a month or more and are increasingly also relying on reading reviews before being able to book. The study showed that already 53% of travellers will not commit to book before reading a review. TripAdvisor is absolutely crucial in the planning stage, as for 73% of travellers, are already using photos of other TripAdvisor users to support them in their decision making process. Since the introduction of hotel price comparison, 51% of travellers also consider this new comparison option as a time saver in their planning process and 52% of travellers actually find the right hotel at the right price through the website.
Most travellers in the study indicated that TripAdvisor reviews do strengthen their confidence when making a decision. It is quite interesting to see that the majority of travellers, 77% always or usually look at reviews before a hotel is booked. 44% do the same when booking or choosing attractions and about half of all travellers reference reviews before choosing a restaurant. Travellers’ dependence on reviews is increasing, strengthening their confidence but also the trust in reviews and recommendations from other people on TripAdvisor is continuously growing.
TripAdvisor’s study also looked at demographic differences with regards to reviews. 75% of Italian travellers are always or usually looking at reviews before choosing a restaurant. Comparing Italian travellers with other nationalities such as Spanish, British or Americans also showed that Italians are by far more used to looking at restaurant than any other nationality looked at. Only 46% of American travellers are reading reviews before choosing a restaurant. Interestingly, Indian travellers are avoiding to book hotels that have not any reviews on TripAdvisor. Brazilian consumers even go a step further and value whether hotels are actually responding to reviews. 7 out of 10 Brazilian travellers are more likely to book a hotel that resounds to reviews. 1 in 3 Spanish travellers are also reading 11 and more reviews before choosing a hotel.
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