“Those visitors that do click through beyond the (OTA) search results to read the review, they are significantly more likely to book travel online within the same month both on an online travel agency but also on a branded hotel website as well,” said Douglas Quinby, senior director of research for PhoCusWright, during a webinar Thursday titled, “Tweet This! Social Travel Grows Up ... or Does it?” Roughly 7% of unique visitors to any major OTA complete a booking within the same month, he said. Of those who click through to read a full review, that percentage bumps up to 13%. “It makes a very clear case for why OTAs have invested in building their review content for their hotel shopping platform,” Quinby said. It also makes a very clear case for why hoteliers should be paying close attention to what guests are saying about them on the likes of Expedia, Priceline and Travelocity. Get the full story at HotelNewsNow.com