A new study conducted by PhoCusWright on behalf of TripAdvisor reinforces the importance of reviews in the online booking process. Notably, the study found that 53% of respondents will not book a property that doesn’t have reviews on the site. Other findings include:
- 87% of respondents agree that reviews help them “feel more confident” in their decisions;
- 74% write reviews because they want to share a good experience with other travelers;
- Only 5% looks for negatives when reading reviews; and
- 84% agree that appropriate management response to a bad review improves their impression of the property
FlipKey Director of International Accounts Koryn Okey will be presenting these findings at this week’s Holiday Rental Professionals Seminar in Barcelona.
Visit this infographic for full survey results.