Research

More Than Two-Thirds of Online Hotel Reviews are Positive, and English Speakers are Chattiest Reviewers

January 02, 2014

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

Online Reviews Survey

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Travelers are pretty happy with their hotel stays. At least that’s what the findings of a newly released study on online hotel reviews have shown.

In a story reported by TravelDailyNews, more than two-thirds – or 66 percent – of online hotel reviews were found to be positive, while only 10.28 percent were negative. It was also found that English speakers write the wordiest reviews, with an average of 528.11 characters per review; this was followed by Italian speakers (387.67), French (315.83), Spanish (310.10) and German (283.01).

The findings were based on a study by social media analytics company ReviewPro, which analyzed over 15 million hotel reviews written in 24 languages over one year.

This should serve as great news for hotel and hospitality executives. In an age when the power that reviews have to shape consumers’ decisions is undeniable, it’s reassuring to know that hotel guests – regardless of the language they speak – are, in general, satisfied with the properties in which they have stayed.

And, contrary to popular views about online reviews and customer feedback being a source of frustrations, challenges, and problems for businesses in the hotel industry, review sites (such as TripAdvisor, Yelp, Google+ Local, and YellowPages.com) can also actually serve as host to positive customer experiences and glowing testimonials. These sites also have the potential to give industry executives innumerable insights from travelers looking to share their candid experiences online.

Make the most of positive hotel reviews

If you’re managing a hotel property, we have a few tips and tricks to help you make the most of your positive online reviews and drive even more bookings.

Spread the word! Authentic guest testimonials are powerful word-of-mouth. If you receive a new positive review or a five-star rating, share it across your hotel’s social networks and social media profiles or embed the review via a review widget on your website.

Let your team know. A lot of execs talk to their employees and staff about bad reviews and ongoing customer service problems. Strike the balance by sharing with them your hotel’s positive reviews. It’s a great way to boost staff morale and make your team feel that they’re doing an awesome job.

Say thank you. Has a recent guest left you some nice words about their stay? Thank them for the feedback. Not only will this reinforce their positive experience (and motivate them to return); it also improves your hotel’s online reputation, especially in the eyes of potential guests who are looking to decide if staying in your property will be worthwhile.

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