Online Reviews Help Independent Hotels

May 04, 2017

45 percent of customers say they’re more likely to visit businesses that respond to their reviews

Online Reviews Survey

Welcome to This Week In Reviews, a weekly digest of the most important stories about online reviews, customer feedback, and customer experience. This week: A new study finds that reviews are helping independent hotels drive revenue.

Hotel brand names do not mean as much to guests as they once did. This is due to online reviews and ratings, according to a study by Brett Hollenbeck, assistant professor at UCLA Anderson School of Management, the Wall Street Journal reports.

(Hotel executive? See this list of online review sites you should track and manage.)

In the study, Hollenbeck found that independent hotels received more of an increase in revenue than branded hotels due to the types and numbers of reviews posted about the hotels.

Hollenbeck says online reviews could be “leveling the playing field between chains and independent businesses.”


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