In 2014, two studies made by TripAdvisor and PhoCusWright reflected the following similar results-
- 77% of travelers reference reviews before choosing a hotel.
- 80% travelers read around 6-12 online guest reviews; and
- 73% look at photos put up by other travelers before booking a room.
Online travel reviews have always played an increasing role in the guests’ decisions to stay at hotels. But, hoteliers have only recently begun to understand its significance.