Posted on: August 26, 2011

Readers of hotel reviews have higher conversion rates

By Johanna Jainchill
People who read online travel reviews are more likely to complete an online travel transaction, according to research firm PhoCusWright.

The travel technology research firm found that in 2010, 8% of unique visitors to online travel agencies made an online booking at least once in that month, and approximately 9% of all people who visited a hotel website booked on a hotel website at least once in that month.

That conversion number jumps when the visitor clicks through to a traveler review.

About 12% of unique visitors make a booking in the same month after reading travel reviews on OTAs, and 13% after reading reviews on hotel websites.

“There is a clear case for why OTAs have invested so much in building review-content platforms,” Douglas Quinby, senior director of research at PhoCusWright, said during a webinar revealing the findings.
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