The Influences on Diner Decision-Making Survey, which examined the dining behaviours of more than 9,500 travel consumers throughout the US and Europe, revealed 87% of UK diners said online reviews influenced their dining decisions.
The report, which was from TripAdvisor, revealed that 95% of the 2,242 UK respondents said TripAdvisor provided the most accurate restaurant reviews, compared to just 2% for Facebook and 3% for Google.
Also, 94% of UK respondents said they had read a management response to a TripAdvisor review, with 80% noting that they found it helpful.
It also found that diners were exhibiting behaviours that align with the 'one-stop shop' restaurant experience.
Mobile devices
Survey results revealed that diners are increasingly turning to their mobile devices to find places to eat while on the go.
Up to 79% respondents in some markets reporting that they regularly research restaurants nearby via their phones.
In the UK, 80% making reservations online, 42% order food online, and 44% use a mobile device to search for somewhere to eat.
The report said: “Today’s operators [of restaurants and pubs] have a lot on their plate. Between dinner rush, managing employees and calculating inventory, it is hard for owners to find time to market their business.
“On top of that, the world of digital marketing is more complex than ever, making it increasingly difficult to pick where and how to invest scarce resources when attempting to efficiently reach the right customer."
Essential part
It added: “The study found the majority of global respondents reported spending less than 10% of their time promoting their business.
“More consumers than ever use and trust online review sites and social media for recommendations on where to eat – at home and while travelling.
“Recent surveys also show that restaurant operators overwhelmingly believe that managing their online reputation has become an essential part of running their business.
“With this in mind, TripAdvisor’s latest survey examines the impact of today’s most popular digital marketing channels and what factors drive diners into a restaurant, inclusive of reviews, photos and owner engagement with an increasingly mobile consumer.”