Misunderstanding the behaviour of potential guests?
in the US have embarked on a ‘brave’ venture. They have embedded TripAdvisor
reviews on their hotels’ websites:
|The first review for the first Best Western we searched for – click to read|
their press release:
guests can read TripAdvisor traveler reviews without leaving our site, which
not only saves time but also helps each guest choose the right Best Western
hotel for their needs.”
in depth. We also analyse all our clients’ rankings on sites like TripAdvisor
and Booking.com. So what have we learned?
That hotels are vulnerable to negative
single negative will impact their ranking – it may not be read (we hear a lot
of comments like “They can read between the lines”) – but that ‘poor’ or
‘terrible’ rating will drive that hotel down the rankings
against their competitors.
shown on page 1 will directly impact bookings. We have
anecdotal evidence from hotels that this can be by as much as 15-20% while the
review in question remains on page 1.
That rankings on TripAdvisor and
scores on Booking.com matter
times we have heard travellers say “I will only book a hotel in the top 10.”
(top 5, top 20 etc.). On Booking.com: “I will only book a hotel with a score of
8.5 or better.”
reviews) from an external site?
reviews will be shown. On the face of it this sounds like a case of ‘honesty
being the best policy’. In reality the hotel runs the risk of actively
TripAdvisor embedded review system – and credibility (and bear
in mind that our reviews are verified) – without the risk of
exposing unmoderated negatives.
reputation – get Dialogue!