The Importance of Managing Your Hotel Reviews

Back in 2014 a Blackpool hotel made headlines with their controversial policy to charge guests up to £100 every time they left a negative review on TripAdvisor. The policy was quickly reversed, illustrating just how much review sites can make or break your hotel if they are not managed correctly.

It is estimated more than 300 million worldwide travellers use TripAdvisor every month to research booking their getaway and more than 115 new reviews are posted every minute. It is true, there are many residing factors to maintaining a profitable revenue stream, however, now more than ever, online presence and reputation can make all the difference.

Back in 2016 Barclays conducted a study that revealed there was an additional £3.2 billion to be earned over the next decade for hotels from being more attentive to online reviews. Regardless of hotel standing and whether you are a five-star or three-star hotel, reviews should be given top priority. Reviews are based on people’s expectations and level of service, meaning the difference in star rating is insignificant to hotel reviews; Inntopia found there was as little as a 0.74 rating gap between a two-and-a-half-star hotel and a five-star hotel.

Research from the University of Denver shows just how important online reviews are and how you should be taking advantage of this based on where you sit within the market. The below infographic picks out the top statistics of the report and what you should be doing to take advantage of sites such as TripAdvisor.

If managed correctly online reviews are a great way to increase your revenue and secure returning customers as well as new business.

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