More than half of TripAdvisor¬†users say they won’t book a hotel if it has no reviews according to research carried out for the company.
The PhoCusWright study reveals TripAdvisor users (87%) feel more confident in their decision when they read the reviews and 98% say they find them ‘accurate of the actual experience’.
Additional findings show 59% of users ignore extreme comments and only 5% say they focus on negative reviews.
Travellers also say an appropriate response from hotel management is more likely to make them book (57%), improves their overall impression (84%) and makes them feel the hotel cares (78%).
However, 64% say an aggressive response from the hotel makes them less likely to book.