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Hotels in Europe More Serious About Online Reviews, Spend More Time Writing Responses

Are you responsible for managing the digital marketing efforts of a hotel (or accommodation property)? If so, you probably have a pretty good idea of how critical it is these days to monitor your online reputation and respond to reviews posted by guests.

In fact, according to a new study by Choice Hotels Europe, hotels in Europe are spending more time responding to online reviews on sites like TripAdvisor, Yelp, Google, Travelocity, and Foursquare. The results of Choice Hotels Europe’s third annual “European Hotelier Pulse-check” study revealed that 63 percent of European hoteliers now spend between 1 to 3 hours every week monitoring review sites, reading traveler and guest reviews, and responding to what these people are saying about them. The number is up from 61 percent last year.

(Check out: “Case Studies: Examples of Hotels Applying Best Practices in Responding to Bad TripAdvisor Reviews”)

Furthermore, 6 percent now spend up to half a day responding to reviews – which is double the amount recorded last year. Also, 14 percent of hoteliers in the UK claim that they spend an entire afternoon every week to write management responses to reviews.

Another interesting finding from Choice Hotels Europe’s study is that 86 percent of UK hoteliers believe that staff service is the most important feature – above quality of the rooms – for attracting guests to return to their hotels

The study confirms that hotels are more serious than ever about online reviews. They’re also more confident that the hotel and hospitality industry will enjoy a sustained upturn in 2014, with 50 percent of respondents expressing this sentiment this year compared to only 28 percent last year.

Looking to control your online reputation, while also wishing to spend less time monitoring and managing hotel reviews? Simply request a free trial of ReviewTrackers, an industry-leading hotel reputation monitoring tool designed to collect, centralize, and analyze online reviews from Yelp, TripAdvisor, Google, Travelocity, Foursquare, and about 50 other review sites. Our team works closely with hotel and hospitality executives, allowing us to create a simple yet powerful dashboard that will enhance your hotels’ online reputation.

Migs Bassig

Migs is the Content Manager for ReviewTrackers. He's a creative writer who has helped numerous companies communicate more effectively online, and he loves sharing his local marketing knowledge to help brands and business succeed.

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