Survey Finds Half of TripAdvisor Users Will Not Book a Hotel that Has No
Independent Study Reveals Online Traveler Reviews and Reputation Management
are Crucial for Hotel Bookings
NEWTON, Mass., Nov. 14, 2012
NEWTON, Mass., Nov. 14, 2012 /PRNewswire/ -- TripAdvisor®, the world's largest
travel site*, today announced the results of an independent study^1 that
underscores how essential online traveler reviews have become for hotel
bookings. The commissioned report, conducted by PhoCusWright® on behalf of
TripAdvisor, reveals more than half (53 percent) of respondents state that
they will not book a hotel that does not have any reviews on the site, and 87
percent of users agree that TripAdvisor hotel reviews "help me feel more
confident in my decisions."
(Logo: http://photos.prnewswire.com/prnh/20110809/NE48233LOGO )
Of those polled, 98 percent of respondents have found TripAdvisor hotel
reviews to be accurate of the actual experience, and 95 percent of users state
that they would recommend TripAdvisor hotel reviews to others.
The survey also reveals some interesting findings about why travelers write
reviews, how they use them when planning a trip and the impact management
responses have on their perceptions of properties.
Travelers Stay Positive
The survey debunks a common misconception that travelers primarily write
reviews to complain about bad guest experiences. In fact, sharing positive
experiences is their main motivation:
o74% state that they write reviews because they want to share a good
experience with other travelers
o78% state that they write reviews because they feel good about sharing
useful information with other travelers
Most Ignore Extreme Comments
According to the survey, travelers are a savvy and discerning bunch, as they
take reviewers' track records into account when picking a hotel and generally
ignore extreme comments:
o71% of users state that they like to see basic information (i.e., number
of reviews written) about contributors as they browse through reviews
o67% of users state that, when available, they look at traveler-submitted
photos to help them make hotel choices
o59% of users state that when reading reviews, they ignore extreme comments
oOnly 5% of users state that they focus more on negative reviews to check
for hotels and avoid potential pitfalls
Responsive Hotels Attract More Business
The survey finds that travelers expect hotel management to be actively
responding to their reviews, and those who do stand to generate more business:
o57% of users agree that seeing hotel management responses to reviews
generally "makes me more likely to book it (versus a comparable hotel that
didn't respond to travelers)"
o84% of users agree that an appropriate management response to a bad review
"improves my impression of the hotel"
o78% of users agree that seeing a hotel management response to reviews
"makes me believe that it cares more about its guests"
o64% of users agree that an aggressive/defensive management response to a
bad review "makes me less likely to book that hotel"
"The findings of the TripAdvisor survey reveal that, to thrive, hoteliers must
actively encourage their guests to share their candid experiences online and
also respond to their reviews when they do," said Stephen Kaufer, president
and CEO, TripAdvisor. "Otherwise, more than half of travelers may either
ignore the property or pick a more responsive one."
TripAdvisor^® is the world's largest travel site,* enabling travelers to plan
and have the perfect trip. TripAdvisor offers trusted advice from real
travelers and a wide variety of travel choices and planning features with
seamless links to booking tools. TripAdvisor branded sites make up the largest
travel community in the world, with more than 60 million unique monthly
visitors*, and over 75 million reviews and opinions. The sites operate in 30
countries worldwide, includingChina underdaodao.com. TripAdvisor also
includes TripAdvisor for Business, a dedicated division that provides the
tourism industry access to millions of monthly TripAdvisor visitors.
TripAdvisor, Inc. (NASDAQ: TRIP) manages and operates websites under 19 other
travel media brands, and together the sites attract more than 74 million
unique monthly visitors.** TripAdvisor, Inc.'s travel media brands include
www.airfarewatchdog.com, www.bookingbuddy.com, www.cruisecritic.com,
www.everytrail.com, www.familyvacationcritic.com, www.flipkey.com,
www.sniqueaway.com, www.smartertravel.com, www.tingo.com,
www.travel-library.com, www.travelpod.com, www.virtualtourist.com,
www.whereivebeen.com, and www.kuxun.cn.
*Source: comScore Media Metrix for TripAdvisor Sites, Worldwide, July 2012
**Source: comScore Media Metrix forTripAdvisor, Inc.and its subsidiaries,
Worldwide, July 2012
^1 According to a September 2012 PhoCusWright survey commissioned by
TripAdvisor of 2,739 respondents. Participants for the study were solicited at
random through a pop-up invitation link on TripAdvisor.com.
©2012 TripAdvisor, Inc. All rights reserved.
Contact: Kevin Carter, +1-617-795-7577, firstname.lastname@example.org
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