“Almost every traveller – 95 per cent – reads reviews and booking decisions are dependent on them,” says Singapore-based Alex Tan, vice-president of Asia-Pacific sales & operations for guest feedback platform TrustYou, which powers guest reviews on dozens of travel sites, including Google, Kayak, and Hotels.com. “Our study on the effect of reviews on hotel conversion rates and pricing showed that travellers are 3.9 times more likely to book accommodation with higher review scores, given equal prices.” Tan also states that 76 per cent of travellers are willing to spend more for accommodation that gets high ratings from others. It’s official; we’re now addicted to online reviews, and it’s a global trend. “Traveller reviews are an important part of both choosing a destination and deciding on travel accommodation and activities,” says Maggie Rauch, senior director of research at travel market research company Phocuswright. “We see this globally, including our most recent research in China, Southeast Asia and India.” Get the full story at South China Morning Post