Reviews are increasingly carrying a lot of weight in the hotel booking process. But exactly who is looking at them, where are they looking at them, and what factors in the review hold the biggest sway in the mind of your next potential guest?
We share with you below the results of a study that posed these questions to find what aspects of a review are most compelling in the booking decision process.
The survey of 2500 travellers found:
- Almost half of all respondents (46 percent) use online reviews before booking a hotel.
- Generation Y is more likely to use online hotel reviews before booking a room (45 percent of 18 to 34-year-olds).
- 35 percent use online reviews early on to identify hotels to consider, while 28 percent use them to narrow down pre-determined choices.
- Despite positive or negative commentary in online reviews, 58 percent of consumers say the price of the hotel room is the most important type of information they are looking for.
What’s most important about your hotel’s online reviews so that you can manage your online reputation management more effectively.
Source: Software Advice
The above is an extract of the article available at: eHotelier