There is no question that the majority of customers conduct some type of research on a hotel before booking online. A large part of this research is reading reviews. Hotel reviews are critical to customer acquisition and hotel management.
Here are 4 reasons reviews can make or break your hotel:
In this internet driven era, online reviews act as the electronic word-of-mouth. People view reviews as a trustworthy source of autonomous information. In fact,85% of people trust online reviews as much as a personal recommendation.
Did you know that 96% of travelers consider reading reviews important when booking hotels and that 83% will usually or always reference reviews before deciding to book? In fact, the same study shows that more than 50% of these travelers would not even be considering booking a property that didn’t have any reviews. These numbers show just how important it is to have good, consistent reviews.
Reviews are an integral part of the traveler’s decision process. Reviews influence guests at every stage of their research and booking decision. Make sure to stay on top of your reviews in order to attract new guests and retain past ones.
Guest reviews have a large impact on hotel conversion rates. Travelers are willing to pay a premium for hotels with positive reviews.
When a traveler is given equal prices they are 4 times more likely to choose the hotel with better reviews.
Even when the price is higher, if the hotel has better reviews, the traveler is still more likely to book there.
Reviews give very useful insights into your hotel’s operations; whether it is positive or negative. While negative reviews can be upsetting, be proactive and put in place systems to make sure the issue doesn’t happen again. If you do happen to get a bad review, take advantage of that opportunity to respond and make it right.
85% of people agree that an appropriate management response to a bad review improves their impression of the hotel, and 65% agree that seeing hotel management responses to reviews generally makes them more likely to book the hotel.
As the hospitality industry becomes increasingly intermediated by the web, hotel reviews are becoming more important than ever. A high volume of good reviews will encourage future guests to book at your hotel. Make sure you are encouraging guests to leave reviews upon check out, in follow up emails, and through social media channels. Your occupancy will thank you.