The top 5 critical elements to satisfy guests
Data and insights highlighting the impact of reviews
Delighters and detractors across all activity categories
A look at review trends around the world
Detailed prompts on how to encourage more reviews
TRAVEL EXPERIENCE TREND TRACKER | SPRING 2025
Why reviews matter for you
How to get better reviews and boost your business
Key takeaways
We analyzed booking data and millions of reviews. Here’s what we found...
More – and better – reviews drive bookings
Improve your conversion rate by 39% on average by going from 3 to 4 stars
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What do customers look for in reviews?
9/10 travelers read reviews before buying. Here’s what they want to see
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What matters most for different activities?
Our data reveals key delighters and detractors
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More reviews.
More bookings.
Conversion Rate
0
10
20
30
40
Cumulative review count
10x more bookings
A product with 15 reviews has 10 times more bookings than one with no reviews
And they’re becoming more and more important. Here’s why...
+400% since 2019
Reviews for travel experiences have exploded, far more than other industries
Your customers trust reviews
91% of 18-34 year olds trust online reviews
as much as personal recommendations
Stars matter
Improve your conversion rate by 39%
on average by going from 3 to 4 stars
Quantity vs quality:
What matters most?
It’s not just the average star rating that counts; the number and date of those reviews is nearly as important
Average star rating
1st
Check your reviews regularly to maintain the highest rating possible
Number of reviews
2nd
Remember, more is more. Make sure to ask for reviews at the end of every tour
Date of review
3rd
Recency matters. Don’t stop asking for reviews, even when you have lots already
Ratings for specific parts
4th
Encourage rich reviews and descriptions by asking specific questions, like what was immersive, surprising, or if they enjoyed a story you shared
Photographs from travelers
5th
55% of frequent travelers say real photos or videos of the activities help them make decisions
Q: In general, how important are each of the following parts of reviews to you?
Avoiding bad reviews is one thing. Encouraging good ones is another.
Create opportunities for on-site, human connections to drive more good reviews and standout moments your guests will never forget.
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What are the bookers of your activity talking about the most?
Use this data as a starting point. Depending on your offering, your customers prioritize different key areas when scanning reviews.
Cultural landmarks
Top delighters
- Overall quality
- Guide knowledge
- Logistics
Top detractors
- Dissatisfactory value for money
- Overcrowded places
- Inefficient technology
Leisure attractions
Top delighters
- Entertainment value
- Overall quality
- Variety/Accessibility
Top detractors
- Dissatisfactory value for money
- Overcrowded places
- Extended travel time to location
Vehicle tours
Top delighters
- Guide quality
- Guide knowledge
- Guide attitude
Top detractors
- Slow activity pace
- Overcrowded places
- Misleading advertisements
Walking tours
Top delighters
- Guide knowledge
- Guide quality
- Quality of activity
Top detractors
- Bad scheduling and logistics
- Dissatisfactory value for money
- Not as advertised
How can you use reviews to target different source markets?
Everyone loves a great experience, but pain points are different across countries.
France
Top detractors
- Dissatisfactory value for money
- Overcrowded places
- Language barrier
Germany
Top detractors
- Overcrowded places
- Dissatisfactory value for money
- Lack of information
United States
Top detractors
- Bad scheduling and logistics
- Lack of information
- Activity/guide lateness
Spain
Top detractors
- Dissatisfactory value for money
- Language barrier
- Activity/guide lateness
Download the full report
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Read it now to improve your customer reviews, level up your offering, and understand your target market better than ever.
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