Accor has released new research showing what it says is “the growing importance of guest reviews and ratings when booking a hotel stay.”
The group commissioned OnePoll to carry out the research in December 2023, with 5,000 adults surveyed in the UK, Poland, Germany, France and Spain, all of whom had stayed in a hotel or resort during the previous 12 months.
The results showed that almost all (97 percent) of guests have checked reviews at some point when looking to book, with 38 percent doing so every time they book and another 38 percent doing so “most of the time.”
The research also revealed that guest reviews and ratings are the second most important factor in the booking decision process, behind rooms and amenities, but ahead of food and dining options, Wi-Fi/Internet connection and health and hygiene standards.
On average, guests read just under nine reviews for each hotel or resort they want to stay at, but just over two-thirds of those who read reviews said they ignore reviews that are more than six months old.
Cleanliness topped the list of review areas guests look for, followed by value for money, rooms, location and staff friendliness, with 63 per cent saying they would acknowledge both positive and negative reviews.
In terms of writing their own reviews, more than half (57 percent) said they do so for at least half of their stays, and 10 percent write reviews after each stay. Respondents from Poland were the most likely to have written reviews: 95 percent had done so, followed by Spain (94 percent), Germany (85 percent) and France (84 percent).
Those in the United Kingdom were the most reluctant to write guest reviews: only 79 percent did so.
The research also looked at hotels' responses to reviews left: 78 percent of Spanish respondents said they appreciated properties taking the time to do so, while only 59 percent of respondents in the United Kingdom United appreciated the effort.
In fact, 12 percent of those who participated in the survey said they were not in favor of hotels or resorts responding to reviews, as the responses “may seem insincere or simply a business requirement.”
Commenting on the survey, Antoine Dubois, senior vice president of sponsorship, marketing, loyalty and guest experience for Europe and North Africa, said:
“Guest reviews are not just a reference point, but a key traveler decision-making tool, influencing purchasing decisions and perceptions of hotels, resorts and brands. Our guests pay a lot of attention to each other and hoteliers should also pay close attention to them as part of their marketing strategies.
“Reviews are people power in action and it is vital that those in the industry harness that power by incorporating and continually improving them, for the benefit of our own businesses and our guests.”
What do you think of the guest reviews? Do you read them? Which review sites are more trustworthy than others? Do you tend to leave your own reviews? Let us know in the comments section.
todo.accor.com
