Review site TripAdvisor has revealed that 70 per cent of the 23,000 people surveyed use their site to get honest opinions of their chosen hotel and destinations. And 62 per cent of people go onto the site for the broad range of travel content whilst a further 62 per cent also rate the accuracy of the content.
Becky Foley, senior director of trust and safety and TripAdvisor, said: "These findings show how important travellers find real perspectives from real people when they are planning their trips. While there are thousands of places to get travel information online, people keep coming back to TripAdvisor because they are guided by the reviews and can confidently plan the trip that's right for them."
And nearly three quarters (72 per cent) of people confess to always or frequently reading reviews before they decide where to stay or eat or what to do. For accommodation bookings, that figure shoots up to over four fifths at 81 per cent.
And when it comes to reading reviews, 78 per cent of those looking for them prefer to focus on the most recent reviews but nearly four out of 10 (39 per cent) insist they would ignore extreme comments, with 55 per cent of people choosing to read multiple reviews to get the best overall opinion of a place.