Travellers are armed with more information than ever to make travel decisions. In fact, there are on average 465 reviews per hotel available to read. So why are they only reading 1.2% per cent of the reviews available to them? Leisure travellers read an average of 6 to 7 reviews before booking while business travellers read an average of 5. Most of these travellers spent 30 minutes reading reviews. However, they're walking away without the scope of feedback they need to make a truly informed decision. This is exacerbated by the fact that when travellers read just a handful of reviews, they tend to read the outliers: the very good and the very bad. It's not enough to simply embrace travel reviews anymore; hotels are now tasked with providing review data in a way that paints a holistic image of the property. Find out more.