Tag Archive: white paper

My Last Review

My Last Review was _____: a Guest’s Perspective

by April 17, 2018 2:42 pm

As a central point of our latest research project, we wanted to discover what type of reviews guests are leaving after their latest stay. So what did we do? We asked a group of travelers a set of questions that were aimed at their experience with online reviews. Even before their stay, most travelers - meaning 93% - are interacting with reviews before they make their booking decision, something we tested in a 2015 study. This time around, our researchers wanted to dig into that statistic even further, to see exactly how relevant reviews are to their booking decision. Guests were asked… read more »

Understanding Which Hotel Attributes Prompt Travelers to Book

by July 1, 2015 8:49 am

Review data has a significant impact on travelers’ booking decisions. In fact, 95% of travelers read reviews, according to a recent TrustYou study. But what hotel attributes mentioned within reviews actually prompt a traveler to book? We’ve worked in conjunction with Donna Quadri-Felitti, Director of the School of Hospitality Management at Pennsylvania State University to understand just that. Using heat-mapping technology, we analyzed key factors like cleanliness, service, WiFi, etc. to see which attributes have the biggest impact on travelers’ booking decisions. The study is available for free download here. Findings show the complexity of the booking process. To be… read more »

Do Travel Reviews Have An Impact on Hotel Conversion Rates and Pricing?

by September 30, 2014 11:11 am

Anecdotally, most hoteliers will agree that reviews and online user-generated content are important for business. Quantifying this importance, however, is often difficult. We recently developed a study together with Donna Quadri-Felitti, Academic Chair and Clinical Associate Professor at NYU, Preston Robert Tisch Center for Hospitality and Tourism to better understand the effect that online reviews have on hotel conversion rates and pricing at the point of purchase. The study is the first of its kind using simulated booking engines and heat mapping technology to determine consumers’ hotel choices. The findings reveal that reviews do indeed have a significant impact on… read more »