According to a recent study by Agilysys, more than half (52%) of UK hotel guests read reviews every time they book a hotel stay. The study also revealed that reviews are a crucial factor in determining which hotel to choose, with 59% of consumers admitting they wouldn’t stay in a hotel with a poor review.
The significance of bad reviews is evident, as guests are more likely to leave a negative review after a poor experience. With bad reviews carrying more weight in guests’ decision-making when choosing a property to stay in, this is an area hotels need to prioritize.
When asked which factors prompt them to leave a review when staying at a hotel, the top three responses were:
- whether or not the property was good value for money (40%),
- staff interactions (39%), and
- quality of food and beverages (33%)
TripAdvisor’s research also highlights the importance of online reviews in travel planning. According to their study, 85% of participants report that the reviews they read on TripAdvisor influence their hotel, restaurant, and attraction choices.
Furthermore, 72% of respondents always or frequently read reviews before making a decision on places to stay and eat, or things to do. Nearly 8 out of 10 respondents (81%) always or frequently read reviews before booking a place to stay.
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