Understanding the nuance of these correlations however – such as TripAdvisor bubble score vs. TripAdvisor popularity ranking, timeframe in which the review was written, brand, geographic market – can be challenging. In an effort to more thoroughly understand the way travel reviews influence hotel bookings, TrustYou launched a study in cooperation with AccorHotels and the Statistical Consulting Unit of LMU Munich, Germany’s premier academic and research institution. The study analyzes the TripAdvisor data of a sample of AccorHotels’ European and Asia-Pacific hotel bookings from November 2013 through September 2014. Key Findings TripAdvisor hotel rankings are heavily influenced by a hotel’s percentage of five-bubble reviews. Hotel rankings on TripAdvisor also increase when the average review score increases but not as substantially as with 5-bubble reviews. These effects are stronger in Europe: if the share of 5-bubble reviews increases by 10%, the ranking improves by 11.3%. A hotel’s ranking, review score, and percentage of 5-bubble reviews each have a positive influence on the number of bookings. However, the level of influence of each factor varies between Europe and Asia-Pacific. For instance, the effect of the percentage of 5-bubble reviews is greater in Europe compared to Asia-Pacific, while the effect of the average review score is greater in Asia: - If the share of 5-bubble reviews increases by 10%, the number of bookings increases by 10.2% in Europe and 7.8% in Asia-Pacific. - If the average review score of the hotel improves by 10%, the number of bookings increases by 2.2% in Europe and 2.9% in Asia-Pacific. Get the full story at TrustYou