NEWTON, Mass. — A TripAdvisor survey has revealed that more than half (53 per cent) of its users will not book a hotel that does not have reviews on the travel site.
“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 travellers may either ignore the property or pick a more responsive one.”
Among other findings, the study shows that many users (74 per cent) want to share a good experience with other travellers, debunking a misconception that travellers primarily write reviews to complain about bad guest experiences. Fifty-nine per cent of users ignore extreme comments, and 71 per cent of users look for basic information such as the number of reviews written and traveller-submitted photos.
The survey also finds travellers expect hotel management to actively respond to its reviews and that responsive hotels attract more business.