The report comes in the wake of a government probe in to the trustworthiness and impartiality of reviews being provided to customers online, backed by the British Hospitality Association. According to TripAdvisor’s survey of over 100,000 respondents, 85 per cent of businesses agreed that online review sites have a positive impact on service standards, while nearly two thirds admitted to checking the sites ‘whenever a new review comes in’. “Reviews have become a powerful tool; travellers around the world rely on reviews to help them plan and book their holidays. In fact, more than half will not make a booking decision without reading reviews from others”, said Barbara Messing, chief marketing officer at TripAdvisor. Get the full story at Big Hospitality