In-depth review of travel reviews – gaming the system, popularity and more
What is the travelling public’s perception of travel reviews? Are they valuable or gamed to death? Or still a vital cog in the machinery of a purchase? The Worms University of Applied Sciences has pulled together research on reliance on review sites, how credible they are considered and what consumers like to see. The study from the institution’s Department of Tourism reveals more than half of hotel customers always consult review site before booking. Of the 1,021 internet users surveyed, about 17% say review sites are essential to booking, 31% say important and 48% say important but recognise the need to handle with care.