White Paper: Hoteliers Guide to Finding Your Voice in Management Responses
04 November 2011
Hoteliers Guide to Finding Your Voice in Management Responses
Good reviews are highly influential. Take a look at these recent stats:
• 92 percent of internet users read product reviews (source: the e-tailing group)
• 89 percent of people say that reviews influence their purchasing decision
(source: the e-tailing group)
• On Expedia.com, good reviews of 4.0 or 5.0 generate more than double the conversion
of a review of 1.0 – 2.9 (source: Jennifer Davies, Expedia)
• 35 percent of social media users changed their hotel after browsing a social platform
(source: World Travel Market, November 2010)
In addition, consumer reviews, whether on sites like TripAdvisor and Yelp or mentions on Facebook,
Twitter, Google+, etc., increasingly show up at the top of search engine results. So, these social media
mentions may be the first things consumers see when they search for hotels.
What people are saying about you online is now the most important factor driving your bookings. What an opportunity.
How you respond to a negative review is absolutely critical. Forrester found that 79 percent of consumers were reassured when management responded to a bad review, and 64 percent would be swayed by management response when comparing two properties.
Highlights include:
Best practices for management responses
www.revinate.com
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