White Paper

Researching the Relevance of Reviews

Consumer Research Emphasizes Importance of Online Feedback Management

With 95% of travelers reading hotel reviews before making a booking decision, online reviews play a decisive role in getting new visitors to book. But how can hotels better leverage these reviews across the entire guest journey?

In this white paper, hotels will learn how actively collecting and working with guest feedback can not only increase online visibility and bookings, but also inform operational changes, improve guest satisfaction, and increase scores and rankings.

Findings show that:

  • On average, 95% of traveler reviews are positive
  • The review score is the 2nd most important factor for travelers to make a booking decision, after price
  • Guests are over 3x more likely to leave a positive review, when they are directly approached by the hotel