News for the Hospitality Executive |
Of those polled, 98 percent of respondents
have found
TripAdvisor hotel reviews to be accurate of the actual experience, and
95 percent
of users state that they would recommend TripAdvisor hotel reviews to
others. The survey also reveals some interesting
findings about why
travelers write reviews, how they use them when planning a trip and the
impact
management responses have on their perceptions of properties. Travelers Stay Positive The survey debunks a common misconception
that travelers
primarily write reviews to complain about bad guest experiences. In
fact,
sharing positive experiences is their main motivation:
Most Ignore Extreme Comments According to the survey, travelers are a
savvy and
discerning bunch, as they take reviewers' track records into account
when
picking a hotel and generally ignore extreme comments:
Responsive Hotels Attract More Business The survey finds that travelers expect hotel
management to
be actively responding to their reviews, and those who do stand to
generate
more business:
"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
travelers may either ignore the property or pick a more responsive one." About TripAdvisor TripAdvisor, Inc. (NASDAQ: TRIP) manages and operates websites
under 19
other travel media brands, and together the sites attract more than 74
million
unique monthly visitors.** TripAdvisor, Inc.'s travel media
brands include www.airfarewatchdog.com,
www.bookingbuddy.com,
www.cruisecritic.com,
www.everytrail.com,
www.familyvacationcritic.com,
www.flipkey.com,
www.holidaylettings.co.uk,
www.holidaywatchdog.com,
www.independenttraveler.com,
www.onetime.com,
www.seatguru.com,
www.sniqueaway.com,
www.smartertravel.com,
www.tingo.com,
www.travel-library.com,
www.travelpod.com,
www.virtualtourist.com,
www.whereivebeen.com,
and www.kuxun.cn. *Source: comScore Media Metrix for
TripAdvisor Sites,
Worldwide, July 2012 **Source: comScore Media Metrix for
TripAdvisor, Inc. and
its subsidiaries, Worldwide, July 2012 1 According to
a September 2012 PhoCusWright
survey commissioned by TripAdvisor of 2,739 respondents. Participants
for the
study were solicited at random through a pop-up invitation link on
TripAdvisor.com. ©2012 TripAdvisor, Inc. All rights
reserved. |
Contact: TripAdvisor, Inc www.tripadvisor.com
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