The Caterer
Jacobs Media Group is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

Most guests claim to consult TripAdvisor before booking a hotel

14 February 2014 by

A new study has found that 77% of hotel guests consult TripAdvisor before booking, while half of the sites users also reference it before before booking a restaurant.

The report conducted by PhoCusWright on behalf of TripAdvisor found that 80% of respondents thought that the site's reviews aided their choices.

Of the 12,000 travellers surveyed, 77% said they usually or always referenced TripAdvisor before selecting a hotel. Half said they usually or always checked the site before selecting a restaurant.

Some 53% said they wouldn't book a hotel that didn't have reviews, with the majority reading between 6-12 before making a decision. Most said they focused on recent reviews.

According to the report, travellers are likely to be influenced by traveller-submitted photos and generally ignore extreme comments.

Barbara Messing, chief marketing officer at TripAdvisor, said: "The results of this study showcase the vital part reviews play, reinforce the idea that we are becoming more social as travellers and demonstrate the essential nature of reviews to hospitality businesses. Not only are travellers referencing reviews before they book, they are clearly more highly engaged by businesses that respond to reviews."

She added that travellers wanted to see pictures and tend to book properties that have lots of accolades.

Identity of TripAdvisor reviews remain secret, court rules >>


Ampersand Hotel tops London hotels on Hot New Hotels lists from TripAdvisor >>

TagsTourism and Hotels
The Caterer Breakfast Briefing Email

Start the working day with The Caterer’s free breakfast briefing email

Sign Up and manage your preferences below

Check mark icon
Thank you

You have successfully signed up for the Caterer Breakfast Briefing Email and will hear from us soon!

Jacobs Media Group is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

The highest official awards for UK businesses since being established by royal warrant in 1965. Read more.

close

Ad Blocker detected

We have noticed you are using an adblocker and – although we support freedom of choice – we would like to ask you to enable ads on our site. They are an important revenue source which supports free access of our website's content, especially during the COVID-19 crisis.

trade tracker pixel tracking