Holiday rental guests in Europe do not rate reviews from previous guests as having a big influence in their accommodation selection, unlike their hotel-dwelling fellow travellers.
A PhoCuswright study reveals only 34% of European guests cite guest reviews as important and only 13% say third party review sites influence their decision.
The discrepancy between the role of reviews in every day travel compared with holiday rental could be for a string of reasons including the lack of uniformity in the sector and lack of consistent content with some players using star ratings, others reviews and some nothing at all.
Read full story at: http://www.tnooz.com/2012/04/16/news/holiday-rental-sector-in-europe-to-hit-euro-22bn-but-user-reviews-not-important/
