We know online reviews of hotels are powerful motivators for travelers to book a room. So, we conducted a survey to look further into why travelers seek out reviews and what aspects of a review are most compelling.

1. Survey: How Travelers Use Online
Hotel Reviews

2. The power of positive online reviews for a hotel’s bottom line has been demonstrated
time and time again, and parallels the rise of websites like TripAdvisor, Expedia and
Booking.com, which boast up to 40 million visitors each month.
So, we decided to look deeper into how often and why travelers look at reviews, what
aspects of the reviews are most compelling and how much value hotel reviews hold
for them. Here are the results.
How often (and why) do travelers use online hotel reviews?

3. Majority of Younger Consumers Use Reviews Before Booking
A combined 46 percent say they use online reviews before booking “sometimes,”
“most of the time” or “always.” Forty-three percent never use them.
3%
3%
17%
30%
47%
I wouldn't pay any more
I would only pay a little more
I would pay moderately more
I would pay much more
I would pay twice as much or more

4. Online Review Usage by Age
30 percent of 25- to 34-year-olds use reviews most of the time, and 28 percent
of those aged 18-24 always use reviews.
7%
17%
15%
19%
30%
11%
18%
13%
8%
15%
17%
28% 18-24
25-34
35-44
45-54
55-64
65+
Use reviews “most of the time” Use reviews “always”

5. Most Use Reviews to Identify Possible Hotel Choices
Thirty-five percent use online hotel reviews early on to identify hotels to consider,
while 28 percent use them to narrow down pre-determined choices.
18%
19%
28%
35%
Identify hotels to consider
Narrow down hotel possibilities
Find the best price for hotel
Confirm my final choice of hotel

6. Expedia is the Most Popular Online Hotel Review Site
Expedia came out on top, with 38 percent. Popular site TripAdvisor ranked second
with 28 percent—slightly above Hotels.com, at 25 percent.
2%6%
25%
28%
38% Expedia.com
TripAdvisor
Hotels.com
Booking.com
Other

7. Expedia and TripAdvisor Most Trustworthy Review Sites
Even though most of our sample say they use Expedia more than TripAdvisor,
both websites are trusted equally, at 34 percent.
2%
6%
24%
34%
34%
Expedia.com
TripAdvisor
Hotels.com
Booking.com
Other

8. Hotel Price is Most Important Review Information
With 58 percent, room price is the key aspect. Local attractions (16 percent) and
aesthetic features (15 percent) ranked a distant second and third.
1%
10%
15%
16%
58%
Price
Proximity to local attractions
Aesthetic features
On-site amenities
Other

9. Most Important Hotel Review Information by Gender
Of those who said information about aesthetic features was most important, 63
percent were female, compared to 37 percent male.
63%
37%
Male
Female
41%
59%
Aesthetic features On-site amenities

10. Guest-Submitted Comments Most Enticing Review Element
Forty percent say specific, guest-submitted comments in the reviews are most
effective at driving their decision to purchase.
13%
18%
29%
40%
Specific comments in the reviews
Percent rating or star rating
Guest-submitted photos
Ranking relative to other hotels

11. Nearly Half Wouldn’t Pay More for a Well-Reviewed Hotel
Forty-seven percent say they wouldn’t pay any more for a hotel with positive
reviews over one without positive reviews.
3%
3%
17%
30%
47%
I wouldn't pay any more
I would only pay a little more
I would pay moderately more
I would pay much more
I would pay twice as much or more

12. Software Advice™ is a trusted resource for software buyers. The company's website,
www.softwareadvice.com, provides detailed reviews, comparisons and research to help
organizations choose the right software. Meanwhile, the company’s team of software analysts
provide free telephone consultations to help each software buyer identify systems that best fit
their needs. In the process, Software Advice connects software buyers and sellers, generating
high-quality opportunities for software vendors.
@SoftwareAdvice /company/software-advice
@SoftwareAdvice/SoftwareAdvice
Read about our findings in more detail.Read Report