Customer Reviews On Hotel Bookings

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Cornell Hospitality Report, a well-respected publication in the hotel industry wrote the following in a 2010 report; We wanted to explore the impact of customer reviews on hotel bookings. To explore this question, we asked our respondents to rate their likelihood of choosing a hotel if they see either a negative or a positive comment about the hotel within their category of interest. We found a surprisingly similar trend for all categories of hotels and for both male and female respondents. In short, men and women are equally likely to stay away from a hotel with negative comments and equally likely to choose a hotel if they see positive comments (McCarthy, 2010). There is a strong indication that hoteliers who want to be successful in the new competitive landscape can disregard online reviews at their own peril. According to the paper, a 2010 study by Mckinsey and Co. claimed that “word of mouth is the primary factor behind twenty to fifty percent of all purchasing decisions” and that “marketing-induced consumer-to-consumer word of mouth generates more than twice the sales of paid advertising in categories as diverse as skincare and mobile phones.” Considering the previously presented evidence, I believe any hotel that plans to be successful should be actively engaged in managing online reviews. In addition to this, they should focus strongly on top review websites such as TripAdvisor and Google to ensure they are involved in actively managing their online reputation. The
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