Online reviews have become a ubiquitous feature of the travel industry, and hotels and resorts are no exception. In fact, reviews play a critical role in shaping the decisions of travellers when it comes to booking accommodations. In this article, we will explore the importance of online reviews for hotels and resorts and discuss the impact they have on the traveler’s decision-making process.
First and foremost, online reviews are a powerful marketing tool for hotels and resorts. When travellers are looking for a place to stay, they often turn to online reviews to help them make their decision. Positive reviews can be a powerful endorsement of a property, highlighting its strengths and giving potential guests a sense of what they can expect. On the other hand, negative reviews can be a major turn-off, causing travellers to look elsewhere for accommodations.
Online reviews can also provide valuable feedback for hotel and resort managers. By reading through reviews, managers can get a sense of what guests like and don’t like about their property. This feedback can help them make improvements to the property and ensure that guests have a better experience in the future. In addition, responding to reviews can show potential guests that the hotel or resort is engaged and responsive to guest feedback, which can be a major selling point.
So, how much impact do online reviews really have on the traveler’s decision-making process? The answer is: a lot. According to a survey by TripAdvisor, 81% of travellers say that reviews are important when choosing a hotel. In fact, the same survey found that 52% of travellers wouldn’t book a hotel that doesn’t have any reviews.
But it’s not just the presence of reviews that matter – the quality of the reviews is also important. A study by TrustYou found that the overall sentiment of reviews (i.e., whether they are positive or negative) has a significant impact on a hotel’s online reputation. Specifically, hotels with a higher percentage of positive reviews are more likely to be considered by travellers.
In addition to the sentiment of reviews, the recency of reviews also matters. A study by Cornell University found that the most recent reviews have the greatest impact on a hotel’s online reputation. This is because travellers assume that recent reviews are more reflective of the current state of the property.
In conclusion, online reviews are incredibly important for hotels and resorts. They provide valuable feedback for managers and serve as a powerful marketing tool for attracting potential guests. When it comes to the traveler’s decision-making process, online reviews can make or break a hotel’s reputation. Hotels and resorts that pay attention to their online reviews and take steps to improve their guest experience are more likely to attract and retain loyal customers.
