Review sites only influence small minority, claims new study
Only 7% of customers use online reviews to help them decide on a holiday, even though 86% book their trips online, according to a new study.
It also found the number of people booking on the internet decreased by 4% between October 2016 and May this year, and the number using travel comparison sites was down 5% to 73%.
Jason Hulott, director of Speedie Consultants which carried out the study, said: "One of the main things that jumped out at us what that only 7% used hotels reviews to help them with a booking decision – yet we see huge campaigns for hotels and resorts to get reviews.
"While we see reviews as important, there are other things that would have a bigger impact such as making sure your site visitors can book with you online, which a quarter of people surveyed said they couldn’t do with the hotel of their choice."
The majority of those booking holidays online said both the description and images were equally important and 37% said a video of a hotel helped their decision to book, which was an increase of 10% over last October.
However, more than a quarter already knew where they wanted to stay.
Of those who didn’t book online, one in 10 found a hotel’s website too hard to navigate, 20% worry about the security of a website and 20% find the online booking process too long. A quarter said their hotel had no online booking facility.
Hulott added there was ‘huge potential’ for building hotel loyalty.
"Getting to a potential customer before they go to a search engine or travel portal must be the ‘holy grail’ for any hotel so we are suggesting companies look at ways of staying in front of mind all year round. Maybe newsletters, social media or content marketing plans should be considered."
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Phocuswright reveals the world's largest travel markets in volume in 2025
Higher departure tax and visa cost, e-arrival card: Japan unleashes the fiscal weapon against tourists
Cyclone in Sri Lanka had limited effect on tourism in contrary to media reports
Singapore to forbid entry to undesirable travelers with new no-boarding directive
Euromonitor International unveils world’s top 100 city destinations for 2025