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Hotel and resort reviews not as important in the consumer online booking decision making process says report

Press Release   •   May 08, 2017 12:05 BST

26% of UK holidaymakers know the hotel they want to stay at before they looked or booked, menaing there are huge opportunities for hotels and resorts

Travel Marketing - the digital marketing service from Speedie Consultants Limited aimed at hotels, tourist boards and online travel agents - has published their second report into the online buying habits of holidaymakers.

The survey reveals that:

  • 86% of people book a holiday online (down 4% from October 2016)
  • Just under than three-quarters (73%) primarily use an online travel comparison site when booking a holiday (down 5%)
  • 47% of Brits also use a travel operator’s website or book directly with a hotel (37%)
  • 1% book through an airline’s hotel programme.

When asked what attracted them to booking a particular hotel when looking at a website:

  • The majority of holiday bookers said both the description and images were equally important (81% and 80% respectively)
  • Over a third (37%) said a video of a hotel helped with the decision to book (a 10% increase over 6 months)
  • 26% already knew where they wanted to stay
  • 7% use online reviews to help them make a decision.

The respondents were also asked: Do you tend to book optional extras at the same time?

  • 42% book airport transfers
  • 31% book airport parking
  • 28% buy tickets for attractions
  • 28% also book a hire car (up 7%)
  • 19% buy their travel insurance at the same time (down 5%).

Of the people who don’t book their holidays online:

  • a quarter (25%) said that the hotel they want to stay at had no online booking facility
  • one in ten found a hotel’s website too hard to navigate (down 22% from 6 months ago)
  • 20% are worried about the security of a website
  • 20% also said they found the online process too long
  • some hotels do not have the facility to book a disabled room online.

Commenting on the study, Jason Hulott, Director from Speedie Consultants, says: “It was interesting to note a few things in this second survey - one of the main things that jumped out at us was that only 7% used hotels reviews to help them with a booking decision - yet we see huge campaigns for hotels and resorts to get reviews.

“While we see reviews as important, there are other things that would have a bigger impact such as making sure your site visitors can book with you online, which a quarter of people surveyed said they couldn't do with the hotel of their choice.

“We also saw huge potential for building hotel loyalty, as 26% of people knew the hotel they wanted to stay at before they looked or booked.Getting to a potential customer before they go to a search engine or travel portal must be the ‘holy grail’ for any hotel so we are suggesting companies look at ways of staying in front of mind all year round. Maybe newsletters, social media or content marketing plans should be considered”.


*Independent study commissioned by Speedie Consultants October 2016 via Usurv and repeated May 2017.

Contact: Jason Hulott, Speedie Consulting, on: 01843 831088; 07940 521056 or email:

Speedie Consultants was established in 2003 by Jason and Stella Hulott, which sees them offering over 50 years’ combined experience in the digital marketing and copywriting industries. Speedie Consultants Limited is a registered Google partner and offers many solutions for businesses’ internet marketing needs including the provision of web content; article marketing; blog set up and marketing; press release syndication; affiliate programme set up and management; and consultancy. 

Our clients are primarily finance and insurance based and all our copy is FCA compliant. All our clients are valued, and we work with all different types and sizes of businesses, from one-man operations to SME’s to household names including several Fortune 500 and FTSE 100 companies.

Contact: Stella Hulott, Speedie PR, Tel: 01843 831088, email:

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