Research by hotel group Accor indicates 97pc have consulted reviews when booking, with cleanliness being the top review area looked for.
Guest reviews and ratings are the second most important factors in the booking decision process, ahead of food, wifi, and health standards
Respondents from Poland were most likely to have written reviews, while those in England were less likely to do so.
Antoine Dubois, senior vice president, sponsoring, marketing, loyalty and guest experience for Europe and North Africa, said: “guest reviews are not just a reference point but a key decision-making tool for travellers, influencing buying decisions and perceptions of hotels, resorts and brands. Our guests pay close attention to each other, and hoteliers must pay close attention to them too as part of their marketing strategies. Reviews are people power in action and it is vital that those in the industry harness that power by taking them on board and continually improving – for the benefit of our own businesses as well as our guests.”
