Software Advice IndustryView: How (and Why) Travelers Use Online Hotel Reviews

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We know online reviews of hotels are powerful motivators for travelers to book a room. So, we conducted a survey to look further into why travelers seek out reviews and what aspects of a review are most compelling.

Published in: Marketing, Travel, Business
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Software Advice IndustryView: How (and Why) Travelers Use Online Hotel Reviews

  1. 1. Survey: How Travelers Use Online Hotel Reviews
  2. 2. The power of positive online reviews for a hotel’s bottom line has been demonstrated time and time again, and parallels the rise of websites like TripAdvisor, Expedia and Booking.com, which boast up to 40 million visitors each month. So, we decided to look deeper into how often and why travelers look at reviews, what aspects of the reviews are most compelling and how much value hotel reviews hold for them. Here are the results. How often (and why) do travelers use online hotel reviews?
  3. 3. Majority of Younger Consumers Use Reviews Before Booking A combined 46 percent say they use online reviews before booking “sometimes,” “most of the time” or “always.” Forty-three percent never use them. 3% 3% 17% 30% 47% I wouldn't pay any more I would only pay a little more I would pay moderately more I would pay much more I would pay twice as much or more
  4. 4. Online Review Usage by Age 30 percent of 25- to 34-year-olds use reviews most of the time, and 28 percent of those aged 18-24 always use reviews. 7% 17% 15% 19% 30% 11% 18% 13% 8% 15% 17% 28% 18-24 25-34 35-44 45-54 55-64 65+ Use reviews “most of the time” Use reviews “always”
  5. 5. Most Use Reviews to Identify Possible Hotel Choices Thirty-five percent use online hotel reviews early on to identify hotels to consider, while 28 percent use them to narrow down pre-determined choices. 18% 19% 28% 35% Identify hotels to consider Narrow down hotel possibilities Find the best price for hotel Confirm my final choice of hotel
  6. 6. Expedia is the Most Popular Online Hotel Review Site Expedia came out on top, with 38 percent. Popular site TripAdvisor ranked second with 28 percent—slightly above Hotels.com, at 25 percent. 2%6% 25% 28% 38% Expedia.com TripAdvisor Hotels.com Booking.com Other
  7. 7. Expedia and TripAdvisor Most Trustworthy Review Sites Even though most of our sample say they use Expedia more than TripAdvisor, both websites are trusted equally, at 34 percent. 2% 6% 24% 34% 34% Expedia.com TripAdvisor Hotels.com Booking.com Other
  8. 8. Hotel Price is Most Important Review Information With 58 percent, room price is the key aspect. Local attractions (16 percent) and aesthetic features (15 percent) ranked a distant second and third. 1% 10% 15% 16% 58% Price Proximity to local attractions Aesthetic features On-site amenities Other
  9. 9. Most Important Hotel Review Information by Gender Of those who said information about aesthetic features was most important, 63 percent were female, compared to 37 percent male. 63% 37% Male Female 41% 59% Aesthetic features On-site amenities
  10. 10. Guest-Submitted Comments Most Enticing Review Element Forty percent say specific, guest-submitted comments in the reviews are most effective at driving their decision to purchase. 13% 18% 29% 40% Specific comments in the reviews Percent rating or star rating Guest-submitted photos Ranking relative to other hotels
  11. 11. Nearly Half Wouldn’t Pay More for a Well-Reviewed Hotel Forty-seven percent say they wouldn’t pay any more for a hotel with positive reviews over one without positive reviews. 3% 3% 17% 30% 47% I wouldn't pay any more I would only pay a little more I would pay moderately more I would pay much more I would pay twice as much or more
  12. 12. Software Advice™ is a trusted resource for software buyers. The company's website, www.softwareadvice.com, provides detailed reviews, comparisons and research to help organizations choose the right software. Meanwhile, the company’s team of software analysts provide free telephone consultations to help each software buyer identify systems that best fit their needs. In the process, Software Advice connects software buyers and sellers, generating high-quality opportunities for software vendors. @SoftwareAdvice /company/software-advice @SoftwareAdvice/SoftwareAdvice Read about our findings in more detail.Read Report

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