TripAdvisor has announced the results of a study which uncovers how significantly reviews influence booking decisions. The global study, conducted in partnership with Ipsos MORI, polled over 23,000 TripAdvisor users across 12 markets on the use of online reviews and their role when booking hotels, restaurants and experiences.
The study reveals that the wisdom of the crowd remains the reason respondents visit TripAdvisor, with participating users citing the descriptive and helpful reviews (70%), the accuracy of the content (62%) and the broad range of travel content (62%) as their primary reasons for visiting the site.
Across hotel, restaurant and attraction reviews, more than four out of five (85%) participants report that the reviews they read on TripAdvisor accurately reflect their experience, with 86% agreeing that TripAdvisor makes them feel more confident in their booking decisions.
"These findings show how important travellers find real perspectives from real people when they are planning their trips,” said Becky Foley, Sr. Director, Trust and Safety at TripAdvisor. “While there are thousands of places to get travel information online, people keep coming back to TripAdvisor because they are guided by the reviews and can confidently plan the trip that’s right for them.”
The results show that traveller reviews remain a go-to source of information, with 72% of respondents always or frequently reading reviews before making a decision on places to stay and eat, or things to do. The figure is even higher when it comes to accommodation bookings, with four out of five participating travellers (81%) always or frequently reading reviews before booking a place to stay.