TripAdvisor commissioned a report last December in order to better understand the importance of review sites in the decision-making process of travelers around the world. The study, conducted by PhoCusWright with over 12,225 respondents, sheds many important findings, echoing some previously reported facts from 2012 and mentioned in a recent post titled 3 Tips to Rank Higher on TripAdvisor.
Back when it launched in 2000, TripAdvisor was known mainly for its accommodation reviews, and still today this remains its forte. Yet, did you know the site lists over 3.1 million businesses, the majority of which are actually restaurants, with over 1.7 million listed? Accommodations (hotels, B&Bs, vacation rentals and specialty housing) account for more than 1.2 million of listed businesses, while there are an estimated 400,000 attractions spread across 133,000 destinations in more than 34 countries worldwide. So why do travelers consult with TripAdvisor?
This study reveals that more than half of respondents (53%) won’t even bother making a reservation until they’ve at least checked out one review for a property. In fact, 80% of respondents said they read between six and twelve reviews before booking an accommodation!
While North American have perhaps a broader choice with restaurant review sites, i.e. Yelp, Urbanspoon, Zagat, OpenTable, etc. it’s interesting to note how much Italians (75%) usually or always refer to TripAdvisor before choosing a restaurant. Here are a few other variations worth noting:
These findings demonstrate how important it is nowadays, and more than ever, for travel brands to manage their presence on social media and above all review sites where online reputations can be made… and undone! Check out the full infographic below.