It may seem obvious that good reviews are good for business. And if we’ve learnt anything from the various battles between hoteliers and Tripadvisor over the years it’s that bad reviews can be pretty bad too.

Now a new study shows quite how much difference reviews can make. Travel data analysts TrustYou – who created a mock hotel booking website to track people’s decision making – found that 76% of travellers are willing to pay more to stay at a higher scoring establishment.

But what is it that influences your decisions when booking a holiday? Are you swayed by a bad review? Or do you prefer to trust recommendations from friends or guidebooks?

Let us know in the comments below