Travelers show similar behavioral patterns in regard to their relationship with online guest feedback about hotel accommodations. Touchpoints related to online reviews occur throughout every phase of the guest journey. During the pre-arrival, on-site, and post-stay stages, guests write about and share their expectations, experiences, and perceptions through feedback.
The following findings suggest that it is in any accommodation provider’s best interest to both manage their online reputation and also to significantly impact it by collecting and building online review content. To further increase these efforts, providers should adopt a review marketing strategy to share and display their positive reputation across the web, which in turn convinces more future travelers to book their accommodation. Additionally, gaining feedback from guests is a valuable method to gain relevant data that encourages positive operational changes.