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."
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.
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