5 Star TripAdvisor.com ratings can make consumers open their wallet at least 20% wider according to a TravelMole report based on a survey of over 2000 U.S. Internet Users in October 2007.
According to Steve Marshall, research director for The Kelsey Group, 5 star TripAdvisor Ratings result in the significantly higher spend over 4 Star ratings.
The study by comScore covered reputation management scores at hotels, restaurants, travel and other areas.
Interestingly, review readers are inclined to make a booking, confirming that those who seek travel reviews are much higher on the CRM ladder, with 40% of TripAdvisor hotel reviewers subsequently staying at a hotel.
More than three-quarters of TripAdvisor Ratings users in nearly every category reported that the review had a significant influence on their purchase, with hotels ranking the highest (87%).
97% of those surveyed who said they made a purchase based on an online review said that the peer-reviewed travel services matched the service offered.
As frequently noted at TourismKeys Training events users of reviews also noted that consumer reviews had a greater influence on purchasing decisions than those generated by professionals.
Recalling an oft-quoted maxim of these Internet Marketing workshops, “If your Tourism Business is not interested in providing Excellent Service, consumer reviews at sites like TripAdvisor.com (the number 2 most frequently visited travel site on the Internet )will put you out of business.
Attend an upcoming Tourism Keys workshop to learn three simple steps toward enhancing your reputation management. These changes in reputation management strategies have helped other hotel, restaurants boost their revenue by 20%.
Todd Lucier – TourismClicks.com
