TripAdvisor does not compare to Google for getting online reviews of travel products in the minds of travelers aged between 18 and 28.
This is one of a number of findings contained in a study by the IUBH - University of Applied Sciences with TUI and TrustYou.
Six out of 10 so-called digital natives rely on web services such as Google for a source of reviews, the report claims.
TripAdvisor came in at 30%, the report found, with reviews published by online travel agencies either equal to the review giant or higher.
Expedia, for example, was also relied on by 30% of digital natives but Booking.com scored the highest amongst all the brands singled out in the study at 68%.
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The report found an authentic writing style, details and relevancy in terms of time were the most preferred types of review.
The inclusion of images in a review were also considered by 80% as being important to making their purchase decisions.
Generally, 83% of digital natives consider reading reviews an important part of the shopping and booking process, with four of 10 claiming to read between six and 10 reviews every time before making a decision.
The report says: "Meeting the requirements of the complex demands of digital natives is challenging due to their highly connected and well-informed consumer behavior."
Reviews are important to digital natives in both the leisure and business sectors, the report claims, adding: "Tour operators, hotels and the other major players need to adapt and adopt a good strategy to meet the requirements of young leisure and business travelers in order to remain competitive."
"In a time of information overload in a digital society, reviews are a trustworthy and important decision-making facilitator that should be embraced and used to the benefit of both providers and consumers."