The Travelers Have Spoken: Capturing and Leaning into Guest Review Sentiment
By Melissa Maher Senior Vice President - Global Partner Group, Expedia, Inc | December 16, 2018
There's no denying the power of the hotel review:
"Will NEVER ever stay at this place again. The rooms are dirty, never cleaned or vacuumed under bed, stains on linens, just icky."
"The staff was excellent, and the rooms were very clean. The only complaint I had was the elevator was slow."
"We were able to check in early which was extremely helpful. They stored our luggage before the rooms were available, so we didn't have to drag them around town. Excellent, clean, comfortable rooms."
"We checked into a dirty room. We stayed 3 days and did not get any housekeeping services even though we specifically asked for service after the second day."
Beyond recommendations from family and friends, online reviews, such as those above, help travelers research, and ultimately select, a place to stay. Within seconds, a review can either help convince a traveler to choose your property or lead them elsewhere, such as your competitor across the street. Research from Statistic Brain shows that most travelers (81 percent) find user reviews important and nearly half (49 percent) of travelers won't book a hotel without a review.