The study, based on a sample of 25 of the most reviewed cities in the world, analysed data including the number of reviews, management responses to reviews, photos and videos from hotel pages to reveal which factors have the greatest influence on travellers, leading to booking enquiries.
With over 170 million reviews and 280 million unique visitors to its website, TripAdvisor is a huge player in the travel and hospitality industry. Debunking somewhat the myth that reviews have the ultimate influence, this new study shows for the very first time that photos actually have the biggest impact on traveller engagement.
Seeing is believing
53% of TripAdvisor users won’t book a hotel that has no reviews, but it seems photos have an even more powerful influence, not only in terms of generating traveller engagement but more importantly in generating booking enquiries.
These findings make sense, since one would assume a traveller spends more time looking at photos and videos on a hotel page if there are more photos to begin with. What’s even more interesting is to find out this actually leads to more booking enquiries!
Reviews still matter
While photos play an increasingly important role in the decision-making process, reviews remain as important as ever and, perhaps even more so for hoteliers, responding to reviews is crucial.
Original article by FREDERIC GONZALO – speaker, blogger and consultant, specialising in marketing, social media and e-tourism