As consumers are spending more time on the internet either through their mobile phones or laptops, the proliferation of online reviews is inevitable. Especially since these customers are given various channels to do so, such as social media and travel websites.
For a time, however, hotels ignored, dreaded, or even abhorred, these kinds of feedback. It even got to a point where TripAdvisor was bombarded with lawsuits left and right. Hotels alleged the travel review site published false and misleading comments.
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| Image source: repup.com |
But that is all in the past now as hotels finally accept that online customer reviews are essential to operations and management. The simple reason for this is economics.
It is estimated that by the end of the year, the global hotel industry would have generated $550 billion in revenue. There is abundance in the market; the challenge for hotels then is to create various effective channels to tap into this market.
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| Image source: blog.youvisit.com |
Different market studies have shown that around half of consumers will not book a hotel that does not have online reviews. These studies have also illustrated that 59 percent of hotel customers who peruse online reviews are more likely to make room reservations.
While traditional marketing channels are effective in raising client bookings, analyzing and integrating online review websites such as TripAdvisor and Yelp can help hotels grow their business.
John Jefferis is a multi-awarded hotelier and the founder of one of the Caribbean’s most spectacular tourist destinations, Coco Reef Resorts. To read more about his credentials and accomplishments, check out this Facebook page.
