Accomodations can improve their online reputation by
proactively asking guests to post reviews.
Guests who are asked are more than three times more likely
to write a review, and those reviews are more likely to be “extremely positive”
than those not requested.
The finding comes from TrustYou, a guest feedback platform for
the hospitality industry.
TrustYou surveyed nearly 1,000 leisure and business
travelers who had traveled in the previous 12 months and had booked their own
accommodation.
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More than half – 54% - had written at least one review about
a hotel where they had stayed during that period, and 93% of those people said
their review was positive.
More notably: 80% of travelers who received a request left
a review, whereas only 22% of travelers wrote a review without being asked.
The data is significant since TrustYou found review scores
are the second-most important variable – after price – that travelers consider
when evaluating an accommodation. One-third of travelers actively filter their
search results to see hotels with ratings above four stars.
TrustYou states, “The findings lead to the clear conclusion
that it should be in the best interest of any accommodation to manage their online
reputation and to positively impact it by collecting and building online review
content.”
Along with requesting reviews, hotels should share and display
positive comments broadly across the web.