The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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What factors are most important to travellers when reading web reviews?

What factors are most important to travellers when reading web reviews? | The Insight Files | Scoop.it

An eye-tracking study of hotel search behaviour has revealed the attributes at the heart of decision making by leisure and business travellers. The research was carried out by online reputation management provider TrustYou in conjunction with the school of hospitality management at Pennsylvania State University. Respondents were asked to provide a snippet of hotel review on various websites and then select a property they would most likely buy based on the following factors: room, breakfast, service, wellness, WiFi, food, cleanliness, amenities and comfort. Based on their browsing behaviour, the report found that leisure travellers are mostly looking for indications of cleanliness and comfort in reviews, with comfort and amenities becoming more important to frequent trippers. Find out more. 

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Where are the best hotels down under?

Where are the best hotels down under? | The Insight Files | Scoop.it

Hotel reviewers have never been more powerful, with a new pecking order acknowledging who’s hot and who’s not. Hotels.com has taken reviews written by guests to various properties, and turned them into an initiative to determine the favourites around the world. In the first phase of the program, Hotels.com has identified more than 6,400 boutique properties in 117 countries that have achieved an average guest review rating of 4.5 or higher out of 5. Australia raked in 133 awards, with Sydney, Melbourne and Cairns, tying for first, with each destination securing ten accolades. View the full list here.

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How TripAdvisor took over the travel information market

How TripAdvisor took over the travel information market | The Insight Files | Scoop.it

TripAdvisor is becoming a travel behemoth, since it has gone beyond the issues of fake reviews to become a genuine source of travel information. TripAdvisor has combined the best, freshest and most relevant travel information with the ability to book in real-time. Being able to stay on one site and do all that enhances its attractiveness when researching travel plans. On a mission to complement its vast user-generated content, TripAdvisor is now on a mission to buy the best of travel start-ups. It has taken 15 years to build up its UGC reviews, with some 280 million people now using the site to research travel. As Google owns travel search, TripAdvisor now harnesses UGC, social media and mobile digital to position itself and command the middle ground of travel information. Find out more.

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Three out of five travel businesses check reviews immediately

Three out of five travel businesses check reviews immediately | The Insight Files | Scoop.it

There are now very few in the travel industry who think reviews do not play a role in consumer choice - but how seriously do product owners take it? TripAdvisor says part of a recent survey of more than 100,000 travellers and business owners revealed the speed in which travel reviews are read by those on the receiving end. Some 60% of businesses claim they read a review as soon as it comes in, in contrast to just 12% who check their new reviews on a weekly basis and 19% daily. 82% of owners believe reviews have a positive impact on standards in the industry, leading 70% to make steps to improve a product after acting on the content contained in reviews. Only 6% of business owners believe online reviews do not have a positive impact on the industry. More than two-thirds of travellers leave their reviews within two days of a trip or experiencing a product. Travellers said the most important elements of a review are concentrating on facts (56%), detail (48%) and being concise (41%).

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