Responses from management to hotel guests reviews have been shown to an increase of review stars and over a 15% rise in the amount of future reviews.
Which hotel would you stay at? The hotel will the 3.1 Google Rating or the hotel with the 4.4 Google rating?
The demand of using reviews as a major factor in the decision making process for everything to do with hospitality and travel creates a large amount of data to run research on.
We are gaining some of the most complete and detailed evidence from this niche industry to verify the immense value companies can gain from responding publicly to customer feedback and reviews.
The review site TripAdvisor has long been the main source for hotel and travel destination reviews (claiming “500 million+ unbiased traveler reviews”).
Social media sites such as Instagram and Facebook slowly became the next avenue for review sources. These sites required companies to create customer service teams that focused solely on controlling social media platforms.
Google is now beginning to compete with all these review sites. They are now geo-pinging consumer’s phones that are located in hotels asking for reviews.