INTRODUCTIONTripAdvisor.com is a travel website that provides directory information and reviews of travel-related content. Online reviews now influence how international travelers and tourists choose hotel accommodations and plan vacation destinations. Many consumers consult Trip Advisor reviews online before making travel and hotel choices. However, Racherla, Cornolly and Christodoulidou, (2013: 135) argued that the existing academic understanding of these popular sources of information in the tourism and hospitality sector is relatively weak. Similarly, Vermeulen & Seegers, (2009:123) recognized that many consumers consult online reviews before making travel arrangements, but little is known about the impact of these reviews on consumer decision-making. Therefore, there is no contradiction in believing that reviews are a powerful and significant part of the trip planning experience. Therefore, this research aims to explore the effects of Trip Advisor hotel reviews on international tourists' booking intentions and trust perceptions of 5-star luxury hotels in Cape Town, South Africa. The researcher will target international tourists and focus on the following 5 star luxury hotels in the city of Cape Town. Namely the Table Bay, Cape Grace, One & Only and Taj hotels. Trip Advisor consumer-generated reviews have both a positive and negative impact on global tourists' booking intentions at Cape Town hotels. Ye, Law and Gu, (2009:181) argue that online user reviews have an important impact on hotel bookings. Trip Advisor has been studied from various angles, including examining whether Trip Advisor reviews are trustworthy or not. Yet no research has been conducted to examine the impact of Trip Advisor's review... halfway through the document... service providers? An exploratory study of online traveler reviews. Journal of Hospitality Marketing and Management. 22(2): 135-161.Tuominen, P. 2011. The Influence of TripAdvisor Consumer-Generated Travel Reviews on Hotel Performance.Vermeulen, IE & Seegers, D. 2009. Tried and Tested: The Impact of Online Hotel Reviews on consumer consideration: Tourism Management: 30: 123–127.Sparks,A., B. & Browning, V. 2011. The impact of online reviews on hotel booking intentions and perceptions of trust. Tourism Management .32: 1310- 1323.Ye, Q., & Law, R. & Gu, B. 2009. The impact of online user reviews on hotel room sales: International Journal of Hospitality Management. 28:180–182. Yoo, H. k. & Purifoy, M. 2007. Role and impact of online travel reviews: A study of online travel reviews. Laboratory for Intelligent Systems in Tourism Texas A&M University