Google Surges Past Tripadvisor as Travelers’ Top Spot for Posting Reviews

More than half of all tour, activity and attraction travelers post on social media and write online reviews about their experiences. Here’s a deep dive into who is posting, where they’re posting, how it’s changed since 2019, and why it matters to tour, activity and attraction operators.

It’s been no secret for a while now that online reviews and social media play a huge role in how travelers choose the things they do in destination. A vast majority of travelers read online reviews of travel experiences, and social media platforms account for four of the six top cited sources of influence for tour, activity and attraction selection.

Arival’s most recent research on the U.S. experiences traveler shows just how many travelers are posting online and reviewing their tour and attraction experiences, and the numbers are striking. Nearly seven in 10 travelers posted about their tour experience on Facebook, nearly six in 10 posted on Instagram, and nearly half posted on TikTok. More than half wrote an online review. The percentages are similar for travelers who visited attractions last year.

What’s in this article:

  • Travelers Posting on Social, Writing Reviews
  • Travelers Posting About Tour Experience on Social
  • Travelers Posting About Tour Experience on Social, by Age
  • Percent of Guests Who Leave Reviews
  • Where Travelers Post Reviews of Tours 
  • Where Travelers Post Reviews of Attractions
  • Where Travelers Post Reviews of Tours by Age
  • Where Travelers Post Reviews of Tours by Income

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The high percentage of travelers posting online about their experiences highlights the importance of social media and the potential impact travelers can have on every operator’s business.

Here’s an in-depth look at who’s posting on social and writing reviews, when they do it, which platforms they use, and the implications for tour, activity and attraction operators and resellers.

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