Travellers are 3.9 times more likely to book a hotel with a higher review score given equal prices.
That is a finding from research by online guest feedback platform TrustYou Middle East, which also revealed to the Qatar Hospitality Summit that 95% of travellers now read reviews before they book, each consuming on average five to seven reviews.
TrustYou Middle East regional manager, Mohamad Masri, said: “Reviews provide trust and trust ensures bookings. It’s an important relationship. Trust is the most important currency for hospitality products and services.”
He urged hoteliers and caterers to collect and publish verified reviews “to keep guests within the eco-system of your website”, adding: “these rich snippets add authenticity and increase click-through conversions on organic Google search.”
Masri revealed that Atlantis The Palm Dubai attracts an average of 800 reviews a month across multiple platforms.
TrustYou promotes online review management to: develop core competencies; improve operations and quality; increase bookings; generate higher revenue; intensify the customer relationship; and receive more reviews.
The company monitors 200 sources, all of which require verification that a reviewer has actually experienced the venue. Therefore TripAdvisor is not included in its scores.