As a growing number of consumers spend more time online during the pandemic and taking more notice of online reviews and blogs, the importance of positive feedback for tourism companies becomes even greater, according to GlobalData, a leading data and analytics company. Online reviews tourism

According to GlobalData’s Coronavirus (COVID-19) Consumer Survey, 48% of millennials from Brazil and 52% of millennials from the USA are spending more time reading online reviews and blogs than before the pandemic, which greatly increases the importance of these channels to both national and international tourism businesses.

Ben Cordwell, Travel & Tourism Analyst at GlobalData, commented:

“Reviews can be the lifeblood of tourism businesses such as hotels and restaurants, with negative reviews drastically impacting the interest and footfall that some will receive. For the American tourism industry, the increase in online traffic is especially important at a time when travel restrictions and quarantine requirements will lead many people to consider staycations in 2020.”

Highlighting the growing importance of online reviews and blogs – 7% of Brazilian millennials and 16% of US millennials are typically spend all day, every day online, a fact that the tourism industry will naturally want to take into account when marketing products and services.

Cordwell adds:

“With a string of negative headlines denting consumer confidence in the tourism industry already this year, the impact of COVID-19 will likely see many customers not wanting to take any risks when it comes to their holidays. This means that when restrictions are lifted it will be vital for travel and tourism businesses to make consumers feel safe as well as give them the best possible experience, to gain more favorable reviews and increase their opportunity to gain further bookings” Online reviews tourism 

When it comes to trusting a review, young travelers look for an authentic writing style (73 percent) as well as detailed (69 percent) and current (66 percent) reviews that are not older than three months, according to TrustYou research.

When it comes to hotel bookings, digital natives prefer Booking.com (68 percent), followed by Google (61 percent), TripAdvisor, and Expedia (30 percent each) as review sources.

Sixty-eight percent of younger travelers believe that scores are the best way to present reviews.

Furthermore, 51 percent consider a consolidated representation that includes a visual representation such as stars or a score to be good and 29 percent prefer widgets.

Importance of Online Reviews

1. Trust and Credibility: Travelers often rely on reviews from previous visitors to gauge the quality of a service or location. Positive reviews can build trust and enhance credibility for hotels, restaurants, and tour operators.
2. Decision-Making: Many travelers consult review platforms like TripAdvisor, Google Reviews, and Yelp before making bookings. Reviews provide insights into the experiences of others, helping potential customers make informed choices.
3. Impact on Business: Positive reviews can lead to increased bookings and customer loyalty, while negative reviews can significantly affect a business’s reputation and revenue. Many businesses actively monitor and respond to reviews to maintain their online reputation.
4. User-Generated Content: Reviews serve as valuable user-generated content that can be shared on social media and marketing materials, showcasing real experiences and enhancing authenticity.

Strategies for Managing Online Reviews

1. Encourage Feedback: Businesses can encourage guests to leave reviews by sending follow-up emails post-visit, providing incentives, or simply asking for their feedback during the stay.
2. Respond to Reviews: Engaging with reviewers, whether they leave positive or negative feedback, shows that the business values customer input and is committed to improvement.
3. Leverage Positive Reviews: Highlighting positive reviews on websites and social media can enhance a brand’s image and attract new customers.
4. Address Negative Feedback: It’s crucial to address negative reviews constructively. Acknowledging issues and offering solutions can turn a dissatisfied customer into a loyal one.

Future Trends

1. Influence of Social Media: Platforms like Instagram and TikTok are increasingly influencing travel decisions, with visual content often driving engagement and interest.
2. AI and Review Analytics: Businesses are using AI to analyze reviews and gain insights into customer preferences, trends, and areas for improvement.
3. Video Reviews: As video content becomes more popular, video reviews by travelers may become a significant trend, providing dynamic and engaging insights into experiences.

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