In the age of digitalization, the internet has become a platform where consumers actively participate and share their views and experiences openly. User Generated Content (UCG) shapes e-commerce, travel, and many other industries because consumers willingly and frequently communicate and express their opinions with companies through their reviews. In the tourism industry and hospitality sector, reviews rate the performance and quality of a hotel to an extent where they can affect bookings, revenue, and overall success - both positively as well as negatively. A TrustYou study showed that hotels with higher review ratings are 3.9 times more likely to get booked compared to hotels with lower ratings when price is consistent. Guests have become multiplicators in the travel industry and hotels need to adapt strategies that reflect this change of online behavior. Travelers’ communication with service providers can happen in various ways, such as opinions, images, or mutual commenting.
Other White papers
TrustYou Presents The Review Insights Report – Global & Regional
The Review Insights Report explores the state of the 2019 travel and hospitality industry through an extensive research of the global and regional markets, as well as through insights into our own data regarding the top hotel impact scores and review sources. The global report, along with the regional versions, tackles into the most relevant… read more »
Consumer Research Emphasizes Importance of Online Feedback Management
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… read more »