How Reviews Help Your Business24 Jul 2017
How many times have you checked reviews on an item before you buy? Do you wait to buy if the product doesn’t have reviews? More and more people are practicing this technique. However, many hospitality businesses make the mistake of not actively collecting guest reviews. They may have more pressing priorities or concerns about potential negative feedback, but research shows that reviews provide strong value for hospitality businesses.
A recent study reported that reviews have a fairly large impact on travelers’ decision-making. It showed three reasons why guest reviews are vital to the success of your business:
· 83% of respondents indicated that reviews help them pick the right hotel
· 80% read at least 6 – 12 reviews prior to booking
· 53% won’t commit to a booking until they read reviews
So, if you’re not collecting fresh feedback, and more importantly sharing it with travelers, you may be losing business to competitors who do.
If you still aren’t convinced, Academic research reports that ratings usually become higher over time. Why? Early guests often have negative experiences that surprise them, which is reflected in initial reviews. As a property gets more reviews, the average rating tends to increase. The researchers believe this is because additional reviews help set traveler expectations. Eventually, the ratings centralize around a more accurate average.
Reviews can also help businesses evolve. It’s impossible to know how everything is going in your business so feedback from your guests can help you assess how you’re performing. Reviews also reveal insights into guest expectations and how to better meet them.
So, how can your property collect more reviews? Companies like Trip Advisor has many tools to help you gather guests’ feedback. It is a simple and positive step for your business.