Vast Majority of Travelers Trust Online Reviews

Yesterday, we posted about moms who are researching online before purchasing. They’re not alone. Travelers are also looking online and specifically for others’ opinions before booking trips.

Research shows that 95% of travelers trust reviews, and 78% say they reinforce their booking decisions. They also appreciate when hotel management responds to reviews. It improves their impression of the hotel. Moreover, 80% say reviews for hotels where they stayed are accurate.

On the flip side, half of travelers will not book a hotel with no reviews.

So what do travelers look for on sites with online reviews? Number of reviews, images followed by quality.

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