42% of UK travelers admit they have chosen not to book accommodation because of negative reviews about the host, despite the price, location and quality of the accommodation being exactly what they were looking for. Globally this figure increases; more than half (53%) of global travelers admit to not booking an accommodation because of negative reviews about the host.

Additionally, nearly three quarters (70%) of UK travelers rate other traveler’s reviews as an important factor in helping identify friendly and welcoming hosts ahead of booking. When compared with insights obtained from 21,500 travelers across 29 markets, the figure increased to 75% of global travellers.