As a hotelier, if you have not paid heed to online reviews about your hotel on review websites, it’s time to shift your focus. Because online reviews matter. Every holiday planner considers online reviews as an indispensable source of information while booking accommodation. Customers place more trust on them rather than any marketing effort from your side. Potential guests are turning to Online Travel Agencies (OTAs) and review sites like never before. This is evident from the fact that 97.7% consumers read online reviews from other travelers.

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The digital world has revolutionized the way consumers are interacting with businesses and the hospitality and tourism industry has not been left behind. The internet has made it possible for consumers to have access to a wide range of online resources to search for and compare hotels and flights to make an informed decision. This is evident from the fact that 59% of consumers say that review sites and social media have the maximum influence on their booking decisions. In the wake of this scenario, hoteliers have to sit up and take note of online reputation management.

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“More than one-third of consumers will not book a hotel room without reading reviews first.” -Late Rooms, 2012 As a hotelier, whether it is a large hotel chain that you are managing or a one-employee tourist attraction, it is all the result of the benefits reaped from favorable traveler reviews and or the sting of the occasional negative review.

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“Hotel 2020: The Personalization Paradox” is a report published by IBM Global Business Services. The report says that with the increasing competition among the hospitality industry players, personalization of a hotel’s guest experience will be the one and only feature which will help the industry survive.

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