- 1 How does online reviews impact on hotel customer decision making?
- 2 What is the link between consumer reviews and online hotel bookings?
- 3 What percentage of hotel bookings are made online?
- 4 When and how managers responses to online reviews affect subsequent reviews?
- 5 How important are reviews for hotels?
- 6 Do the ratings of hotels influence people’s choices?
- 7 Is it better to book directly with the hotel?
- 8 Which is the best online travel agency?
- 9 What is OTA hotel booking?
How does online reviews impact on hotel customer decision making?
91% of 18-34 year-olds trust online reviews as much as personal recommendations. 79% will read between six and 12 reviews before making a purchase decision. 52% of individuals would never book a hotel that had zero reviews. Customers will value guest ratings over a hotel’s brand 72% of the time.
Positive online reviews contribute significantly to an increase in hotel bookings (Ye et al., 2009) and yield more positive attitudes toward lesser known hotels, while negative reviews result in consumers ‘ developing a negative attitude to hotels (Vermeulen & Seegers, 2009).
What percentage of hotel bookings are made online?
What Percentage of Travel Bookings Is Made Online? Of the 148 million online travel bookings in 2018, 82% occurred without any human interaction, via a mobile app or website. The current growth rate of the online travel sales market is 15.4%, and online hotel bookings are growing at 10.3%.
When and how managers responses to online reviews affect subsequent reviews?
Reacting to negative online reviews influences subsequent opinions positively; reacting to positive reviews influences subsequent opinions negatively; tailoring or personalizing replies amplifies these effects (Wang and Chaudhry 2018).
How important are reviews for hotels?
The importance of online reviews really cannot be understated: it is the key to your hotel online reputation – a golden ticket to happier guests, more bookings and increased revenue! The right management of your brand on review sites and OTAs will reassure potential guests and motivate them to book directly.
Do the ratings of hotels influence people’s choices?
Yes, star ratings do have a role to play in selecting accommodation. Due to inconsistencies and disparity, they are losing relevance among consumers. With strong individual brand awareness and increased online customer reviews and engagement, it can often play a lesser role within certain market segments.
Is it better to book directly with the hotel?
Room preferences: If you need a room with two beds, your chances of getting that room type are better when booking directly with the hotel as the OTAs do not guarantee room type for guests. That’s because hotels give priority to reservations made directly with them since they didn’t have to pay a commission fee.
Which is the best online travel agency?
Our Top Picks
- Best Overall: Booking.com.
- Best Budget: Skyscanner.
- Best Package Deals: Expedia.
- Best for Reviews: TripAdvisor.
- Best in Asia: Agoda.
- Best in Europe: Lastminute.com.
- Best Secret Deals: Hotwire.
- Most Innovative: Kiwi.com.
What is OTA hotel booking?
What is an OTA? An online travel agency ( OTA ) is a web-based marketplace that allows consumers to research and book travel products and services, including hotels, flights, cars, tours, cruises, activities and more, directly with travel suppliers.