What Do Travelers Rely on When Researching Hotels?

By Brianna Wenner

Consumers look to a variety of sources when determining where they will stay while traveling. Fuel examined these sources in a recent study about traveler booking behavior and provided some insight as to what they rely on most.

1. Reviews on the hotel website. Displaying positive guest reviews on your site can help visitors to learn about your property and influence them to book a stay. Even a negative review can be turned into a positive by responding with extreme customer service.

2. Pictures on the hotel website. Using large, high resolution photos will help those browsing accommodations to choose your hotel. Including videos and virtual tours in your galleries is also beneficial.

3. Quality of the hotel website. Your website is most likely the first impression travelers will have of your property. If you want them to take you seriously, it is important that your site is organized and up-to-date. Use this as a way to grab their attention and show them that your property is their best choice!

4. Reviews/Testimonials on reviews sites (TripAdvisor, Yelp, etc.) Just as reviews are important on hotel websites, they are important on popular review sites. As previously noted, even when a review is negative, it can be turned into a positive by handling the situation professionally and providing exceptional customer service.

Overall, this tells us that hotel websites are the most important source travelers look to in the booking process. Additionally, social media has played an increasingly significant role, growing 168% in importance regarding booking influence since Fuel’s last “Leisure Travel Trends” study. All of this information reinforces hoteliers of the gravity of their web presence and how to use it to hook potential guests.


ICE Portal helps clients manage and distribute visual content to over 11 million unique visitors a month on 1,000s of travel and local websites around the globe in nine languages. To know more about us visit our social profiles on Facebook, Twitter, LinkedIn or Google+; visit ICEPortal, or give us a call at (+1)954-893-6778. We would love to hear from you!
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