B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
82%
82% -- share of travelers trusting ugc more than advertising for hotel travelers (2025)
82% of travelers surveyed trust user-generated content (UGC) more than traditional advertising.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
82%
Unit
Percentage
Data Vintage
2025
Entity
Sample Size
1,000
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Phocuswright
Primary
Tier C
https://www.lodginginteractive.com/blog/the-hotel-guest-experience-starts-with-customer-reviews ↗
Source Article
The Hotel Guest Experience Starts with Customer Reviews and UGC
Some may say the headline has it backward, but today's modern travelers would agree, and in fact, they go out of their way to research the hotel guest experience before they even begin their travels.
Recent trends support the idea that today's travelers rely on user-generated content and guest revie…
Original Research
Phocuswright
· Original study ↗
Methodology
Phocuswright survey of over 1,000 travelers
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
hotel travelers: 82% share of travelers trusting ugc more than advertising. Source: Phocuswright (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/travelers-trust-ugc-more-than-ads
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<blockquote cite="https://lighthousedata.io/data/travelers-trust-ugc-more-than-ads" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>82%</strong> -- share of travelers trusting ugc more than advertising for hotel travelers<br><small>Source: Phocuswright (2025) · <a href="https://lighthousedata.io/data/travelers-trust-ugc-more-than-ads" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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