Here’s what you need to know, plus tips to help you turn these insights into action. Key finding #1: TripAdvisor reviews influence booking behavior. - 96% of TripAdvisor users consider reading reviews important when planning trips and booking hotels. - 83% of TripAdvisor users will “usually” or “always” reference reviews before deciding to book a hotel. - More than half of TripAdvisor users will not book a property that doesn’t have any reviews. - And it’s not just hotels: 87% of TripAdvisor users consider reviews important when booking restaurants; 81% say reviews are important when booking attractions. Get the full story at TripAdvisor