Reputation does matter. And while some hoteliers are changing their approach, for others adapting to new ideas is painfully slow, says TrustYou. This is exemplified in a recent study that showed only 56% of hotels are responding to TripAdvisor reviews and only 17% to Expedia reviews. This is occurring despite the fact that management responses to travel reviews has been shown to improve guests' perceptions of a property. Among the study's findings include:
- Given equal prices, travellers are 3.9 times more likely to choose a hotel with higher review scores.
- Appropriate responses to bad reviews improved 84% of users' impressions of the property.
- Properties that respond to more than 50% of their reviews increase their likelihood of receiving a booking inquiry by 24%.
- Approximately 90% of travellers report reading travel reviews prior to booking.
- 76% of travellers say they are willing to pay more for a hotel with higher review scores.