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“Having access to these reviews is very beneficial for hoteliers. However 85% of the reviews posted on were positive.
Lee Rainford said that customer reviews would never be scientific and they could not be expected to measure performance in the same way as other measurement tools.
The speakers were attending a Hotel Marketing Association meeting in London, which was addressing the topic about how hoteliers could manage their online brand reputation. In contrast only 40% of people surveyed in an advertising study, trusted the opinions of company CEO’s. Quoting several recent studies, Nic Ray of Quirk Marketing Agency told the audience that 78% of people surveyed* said they trusted recommendations made by other people. Hotel internet bookers were ‘promiscuous consumers’ often visiting six or seven websites to check reviews and prices, before making a decision, according to Lee Rainford of. The gradual rise of social networking and customer review sites such as TripAdvisor, has led to the advent of the ‘citizen journalist’ where guest opinions are now in the public domain, a group of leading hoteliers were told last night.
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