While nobody should believe everything they come across online, an overwhelming number of travelers say they trust online hotel reviews, according to a recent study conducted by Canadian company Nerval Corp.
With 95% of travelers indicating that they trust online reviews and 85% reading at least 10 reviews, today’s top hotels have been successful in embracing online feedback.
After all, Nerval Corp’s research shows that even a positive response to a negative review can win over a potential guest, travel news website Travel Pulse reported.
A whopping 87% of respondents said that an appropriate management response to a bad review improves their impression of the hotel. On top of that, 71% of travelers believe management responses to online reviews are important.
The study found that in addition to speed and professionalism, travelers are seeking an apology, originality and gratitude in a response from management. It also does not hurt to follow up with what the hotel and staff have done to correct whatever issue the reviewer may have experienced.
What’s more, hotels can also win over guests and embrace the age of online reviews by making it easier to leave a review and rewarding those that do.
A complete breakdown of the study findings is available online on Travel Pulse in the form of infographics.
