This PDF by Maritz Research Suggest Its Time to Rethink Marketing on Dedicated Review Sites!
Many hotel and tourism marketers think review sites are a big part of travel research early on in the trip planning stats. But recent stats suggest that not a great percentage use them and those that do use them later on in the buying cycle to confirm decision made in earlier travel shopping.
The reports says that
“While still important, we may be seeing the beginning of a change in the importance of dedicated customer review sites”