An Unhappy Guest used to tell 3 Others – Now he tells 3 Million Others

September 25, 2009 · 3 comments

in Guests, Hotel Reviews, Hotels, Marketing

Guest review management is becoming more and more important than advertising or direct marketing.
clipped from www.hotelnewsresource.com
The role of user-generated reviews is exploding. TripAdvisor(TM) attracts nearly 30 million monthly visitors and 88% of these visitors are influenced by content they read. Word-of-mouth adds a layer of credibility and is more effective than other more formal forms of promotion.
Market Metrix research has demonstrated that beyond the additional revenue that repeat customers provide, their word-of-mouth communications translate into significant profits for the hotel. In one example the positive word-of-mouth from a happy customer was worth $1,559 in profit for an upscale hotel.
Who reads hotel reviews?
Luxury guests (25%) and Timeshare guests (23%) were more likely to read a review before purchase, perhaps due to the variability among these properties.
 
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{ 2 comments… read them below or add one }

1 Ludolf Stavenga September 25, 2009 at 1:40 pm

True, and an unhappy traveler even starts a twitter account: http://twitter.com/ClientAirFrance

A lot of AirFrance bashing in that account…

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2 Subhash from Inn at Delhi B&B October 5, 2009 at 12:10 am

Absolutely! Nowadays, guests threaten us with a bad review if we are not able to bow down to their wishes! Especially, the crafty ones!

As you say, one bad review of TA is off putting to many potential clients!

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