The reviews on TripAdvisor are a big factor in travelers evaluating and then choosing their destinations and which hotels to visit, writes Review Pro. The site’s reviews strongly influence hotels’ engagement in their relationships with clients. A survey of TripAdvisor members found that almost 80% of its user base reads 6-12 reviews before deciding where to stay. Over half of them won’t choose a place if it doesn’t have any reviews at all. Hotels know how much their customers value the site's reviews and respond to these comments. Hotels now put a huge emphasis on answering client reviews, even negative ones.
TripAdvisor is not reliable for hotel reviews, holds Heather Stimmler-Hall of Medium. A large industry exists that allows hotels to pay for good reviews in order to get themselves a higher rating. This was proven when an Italian magazine created a fake restaurant and got it ranked as the best one locally. Hotels that use such services get preferential treatment by the site with more traffic. It also promotes tour companies it is linked to, even if they have bad reviews. The site’s priority is profit, not the transparent ranking of hotels for customers’ benefit. Travelers are tricked into a false sense of trust and security that belies the truth.