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.
The study leverages consumer survey data from PhoCusWright’s China Consumer Travel Report.
PhoCusWright and Brand Karma analyzed more than 1.2 million traveler reviews posted by travelers across five travel sites – three OTAs, one traveler review site and one metasearch site – over 2012 and 2013.
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.