Travelers say – The best place to find quality reviews is on Tripadvisor

From sunsets in Santorini to safaris on the Serengeti, travelers are ready to go out into the world again. Those moments travelers long for — finding the perfect hole-in-the-wall bistro in a new town, meeting swirls of colorful fish while snorkeling in crystal clear waters, or spending hours admiring historic art or architecture — are now open for business.

We wanted to find out what travelers were most excited about as the impact of the pandemic recedes. We put together multiple surveys of more than 9,000 of our customers across six markets — the United States, the United Kingdom, Singapore, Italy, Japan and Australia — to learn more about travel preferences and how they use Tripadvisor to meet them.

Unsurprisingly, 74% of respondents told us that travel is extremely important. 65% are constantly thinking about where they plan to go next. It’s the destination that they spend the most time and energy thinking about, as every other decision flows from the first question: “Where should we go?”

Beyond destination, travelers are thinking about:

It’s through detailed, high-quality online reviews that travelers get the information they need to book with confidence. They consistently turn to Tripadvisor for that information — but it’s not the only place where they can find it. With Tripadvisor’s Content API, you can harness the power of Tripadvisor reviews for your own website or platform. Here’s why adding Tripadvisor reviews to your site makes a difference for travelers:

Travelers seek out high-quality reviews — and they find them on Tripadvisor

Travelers want to paint a picture of a destination before they arrive, using Tripadvisor to plan their trip and get on-the-go information while they’re there.

It starts with advance planning.

Nearly two in three respondents to a recent survey plan activities prior to departure.

Source: Tripadvisor Travel Beats Report 8/22, N=2,764; AU, IT, JP, SG, UK, US
Q: When do you book most of your activities?

…but there’s still room for spontaneity.

34% of respondents continue to review travel sites like Tripadvisor while in-destination to plan how to fill their time.

Source: Tripadvisor Travel Beats Report 8/22, N=2,764; AU, IT, JP, SG, UK, US
Q. Once you arrive, how do you fill in the rest of your trip? 

What do reviews look like?

Let’s break it down:

Reviews, especially long form reviews, often contain several elements.

On Tripadvisor, travelers can leave three types of reviews:

1. Ratings give travelers an overall sense of quality for an attraction, hotel, or restaurant out of a scale of 5 bubbles (Excellent) to 1 bubble (Terrible). In general, travelers want to share great experiences — 82% of reviews on Tripadvisor receive 4 or 5 bubbles.
2. Snippets provide a quick snapshot with a word or phrase that adds context to the initial bubble rating. These might be phrases like, “Great place for a date night!” or “Our kids loved the pool!”
3. Long form reviews offer detailed, in depth assessments of a place of 140 characters or more. This allows travelers to comment on every aspect of their experience.

Tripadvisor helps travelers decide where to book

When it comes to making decisions about where to go, where to stay, and where to eat, it’s Tripadvisor that travelers turn to. 3 out of 4 respondents said online reviews were extremely or very important when it came to making their travel decisions. When it comes to booking specific hotels, restaurants, or attractions, reviews serve as a tipping point — helping travelers make a final decision.

As they narrow down trip elements like lodging, activities, and places to eat, travelers enjoy spending time reading through long form reviews, which offer detailed information about each experience. 40% of Tripadvisor users say it’s the long form reviews that are the most important element, and 68% said they would be more likely to book after reading a long form review.

Tripadvisor is the leader in reliable, high-quality reviews

With 88% of respondents rating long form reviews high quality, it’s no wonder travelers turn to Tripadvisor to make decisions — with the largest amount of long form reviews in the industry, no other competitor gives travelers the detail they seek as they plan their trip.

These reviews are 3x longer than those on any other technology platform, averaging 688 characters per review. It’s these long form reviews that lead to higher user satisfaction and a higher propensity to book.

More than 8 million businesses list their information on Tripadvisor, and for good reason — owners rate Tripadvisor the most reliable out of other online review platforms, citing it as more detailed (30%), more accurate (39%), and more likely to catch fake reviews (40%).

Although you can find traveler reviews on search engines that list everything from hotels to medical practices and shopping centers, Tripadvisor is one of the few global platforms that solely focuses on travel. Making it the best resource for travel-centric content.

Give your audience the power of Tripadvisor reviews

Tripadvisor’s Content API integrates seamlessly with your website and applications, strengthening your own brand and user experience by giving your website visitors access to Tripadvisor’s 8 million locations and more than 1 billion reviews.

Here’s how it works: