A new study of 23,000 users sheds light on the habits of online review and booking site fans.
72 per cent of respondents frequently read reviews before making a decision on booking somewhere to eat or stay, the report says.
The figure is even higher when it comes to accommodation bookings, with 81 per cent frequently reading reviews before booking accommodation.
Nearly 80 per cent of respondents said they focus on the most recent reviews; over half (55 per cent) read multiple reviews across several pages to get an overall sense of people's opinions, and 39 per cent say they ignore extreme comments.
Over half agree that they would never book a hotel with no reviews.
The study also looked into what motivated people to write reviews and 87 per cent of people said it was because they want to share good experiences with fellow travellers.
The global study was conducted in partnership with Ipsos MORI, polled over 23,000 TripAdvisor users across 12 markets on the use of online reviews and their role when booking pubs, hotels, restaurants and experiences.
More than four out of five (85 per cent) of participants claimed that the reviews they read on TripAdvisor accurately reflects their experience, with 86 per cent agreeing that TripAdvisor makes them feel more confident in their booking decisions.
"These findings show how important travellers find real perspectives from real people when they are planning their trips," said Becky Foley, senior director of trust and safety at TripAdvisor.
"While there are thousands of places to get travel information online, people keep coming back to TripAdvisor because they are guided by the reviews and can confidently plan the trip that's right for them."
The average worldwide rating on TripAdvisor in 2018 was 4.22 out of five.
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