The role of reviews in the travel planning process | The Insight Files |

TrustYou ran a consumer study to better understand the role of travel reviews in the planning process. The report looked at consumer preferences when using reviews to make travel purchases, evaluating their time investment, issues around confidence and trust, and the mobile experience. Travellers revealed that summarised review content (as opposed to traditional full text reviews) increased their trust while substantially decreasing the amount of time required to read and digest review content. Importantly summaries are the most mobile-friendly way for travellers to take in reviews. The findings indicate a true shift occurring in the way travellers want their review content delivered. This article presents tips regarding how to present travel reviews to ensure the highest booking conversions. Click here to download the full report.