Reviews are a vital part of a customers booking journey. In results from a Phocuswright study prepared for TripAdvisor, 53% of participants revealed that they would not commit to booking until they had read customer reviews, and 80% said that they would read between 6-12 reviews each time.
In February 2018, TripAdvisor changed the algorithm for their popularity ranking. This has been met with mixed reviews from the tourism industry, as the ranking now takes into account the quality, quantity and recency of reviews on a business page. So, not only do you need excellent quality customer reviews, but you also require more reviews that are frequently posted throughout the year.