Chinese online travel agents get ten times more reviews than actual review sites
Perhaps a surprise – user review giant TripAdvisor‘s Chinese brand DaoDao has fewer hotel reviews than online travel agencies in China.
A PhoCusWright-BrandKarma study (Traveler Reviews and Social Media in China) explains the popular social networks used in China, impact of review on trips, review contribution by OTA/metasearch/review sites, growth of reviews in recent past, review sentiment analysis and more.
Social media and travel
About 70% of the respondents are influenced by their friends’ pictures/updates to visit those places.
Among the various social networks in China, Qzone, owned by Tencent, has the highest participation from 77% of users surveyed for the study. This service has over 625 million active users as of Q4 2013.