This Day On The Street
Continue to site right-arrow
ADVERTISEMENT
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
TheStreet Open House

Survey Finds Half Of TripAdvisor Users Will Not Book A Hotel That Has No Reviews

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:

  • 74% state that they write reviews because they want to share a good experience with other travelers
  • 78% 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:

  • 71% of users state that they like to see basic information (i.e., number of reviews written) about contributors as they browse through reviews
  • 67% of users state that, when available, they look at traveler-submitted photos to help them make hotel choices
  • 59% of users state that when reading reviews, they ignore extreme comments
  • Only 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:

  • 57% 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)"
  • 84% of users agree that an appropriate management response to a bad review "improves my impression of the hotel"
  • 78% of users agree that seeing a hotel management response to reviews "makes me believe that it cares more about its guests"
  • 64% 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."

About TripAdvisorTripAdvisor ® 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, including China under  daodao.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.holidaylettings.co.uk, www.holidaywatchdog.com, www.independenttraveler.com, www.onetime.comwww.seatguru.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 for TripAdvisor, 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. 

1 of 2

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

David Peltier uncovers low dollar stocks with serious upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Try it NOW
Only $9.95
Try it NOW
14-Days Free
Try it NOW

Check Out Our Best Services for Investors

Dividend Stock Advisor

David Peltier identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Options Profits

Our options trading pros provide over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • Actionable options commentary and news
  • Real-time trading community
Try it NOW
Try it NOW
Try it NOW
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!
SYM TRADE IT LAST %CHG

Markets

DOW 17,712.66 +34.43 0.19%
S&P 500 2,061.02 +4.87 0.24%
NASDAQ 4,891.2190 +27.8570 0.57%

Partners Compare Online Brokers

Free Reports

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs