TripAdvisor Review Impact

TripAdvisor® is the world’s largest travel site*, enabling travelers to plan and book the perfect trip. TripAdvisor offers advice from millions of travelers and a wide variety of travel choices and planning features with seamless links to booking tools that check hundreds of websites to find the best hotel prices. TripAdvisor branded sites make up the largest travel community in the world, reaching 350 million unique monthly visitors**, and more than 290 million reviews and opinions covering more than 5.3 million accommodations, restaurants, and attractions. The sites operate in 47 countries worldwide.  

TripAdvisor Content:

More than 290 million reviews and opinions from travelers around the world.

More than 5.3 million businesses and properties in 126,000+ destinations, including:

           950,000+ hotels, B&Bs, and specialty lodging

           740,000+ vacation rentals

           3 million restaurants

           590,000+ attractions

More than 46 million candid traveler photos.

More than 190 new contributions are posted every minute.

More than 90 million marketable members worldwide.

On average, nearly 2,600 new topics are posted every day to the TripAdvisor forums.

More than 85 percent of questions posted to TripAdvisor’s English-speaking forums are replied to by other travelers within 24 hours.
TripAdvisor Mobile:

230 million mobile app downloads, including 215 million downloads of the core TripAdvisor app.

Nearly 50% of users visited TripAdvisor via tablet and phone, and the company continues to see industry uptick and engagement on mobile devices.

1. Reviews impact bookings

A recent PhoCusWright study revealed the impact reviews have on travelers’ decision-making:

83% of respondents indicated that reviews help them pick the right hotel
80% read at least 6 – 12 reviews prior to booking
53% won’t commit to a booking until they read reviews

Similar trends apply with travelers and attractions and restaurants:

68% of respondents say reviews help them know about attractions
64% read reviews to find better restaurants

These results demonstrate how reviews can impact sales for all hospitality businesses. If you’re not collecting fresh feedback, and sharing it with travelers, you may be losing business to competitors who do.

2. More reviews lead to higher ratings

The average TripAdvisor review rating is 4.12 / 5.2

Academic research has demonstrated that ratings in reviews usually become higher over time. Why? Early guests often have negative experiences that surprise them, which is reflected in initial reviews. As a property gets more reviews, the average rating tends to increase. The researchers believe this is because additional reviews help set traveler expectations. Eventually, the ratings centralize around a more accurate average.3

Consistently collecting reviews yields a more accurate assessment of your property – which is important to both you and potential guests. With more reviews, the impact of extreme feedback can be limited. Plus, using negative reviews to improve can help ensure future ratings continue to rise.

3. Reviews help businesses evolve

Peter O’Sullivan, Owner of Harington’s Hotel in Bath, England, says:

“We might think we’re doing a brilliant job – but there’s no point in us thinking we’re doing a brilliant job if guests don’t think we are – so we really value that feedback…It gives us a way to improve the service and the quality of product that we offer…In the last three or four years, in particular, we’ve really focused more on it. We can see the level of repeat bookings we’re getting has increased as well.”

In fact, reviews are a free way to assess how your business is performing. They highlight what’s going well and where improvements can be made. Trends in reviews also reveal insights into guest expectations and how to better meet them.

*Source: comScore Media Metrix for TripAdvisor Sites, worldwide, July 2015

**Source: TripAdvisor log files, average monthly unique users, Q3 2015