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February 21, 2014

Benelux: Hotels Without Reviews Don't Get Booked

Research by PhoCusWright, commissioned by TripAdvisor, shows that 53 percent of consumers will never book a hotel without online reviews. Most of the 12.225 participants of this worldwide survey read between 6 and 12 reviews before making a decision.

More than 80 percent of them say reading reviews gives them more confidence in making their choice. Ninety-three percent of respondents say the hotel is a crucial part of their journey or trip. Seventy-three percent firmly rely on reviewers’ pictures during the decision making process. Eighty-seven percent say the management of a hotel answering one or more negative reviews improves their general impression of the place.

In most cases, only the newest reviews on TripAdvisor are important for the decision the consumer makes. Extreme reviews, whether they are exceptionally positive or negative, will be ignored by most readers. User pictures of a stay getting a lot of positive appreciation of others and TripAdvisor awards, labels and prizes are often decisive factors during the booking process. 

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