Munich – TrustYou, the world's largest guest feedback platform, today released its most recent study on the importance of online feedback management and collection that shows that hotels can significantly impact their online reputation by collecting online reviews. The study is available for free download.

To understand the relationship between travelers and online review patterns, the study surveyed individuals who have traveled within the previous 12 months. Both leisure and business travelers were considered in this survey, and the 920 U.S. consumers who participated had traveled and booked their accommodation. The study revealed that the majority of guests have left at least one review about their experience with an accommodation. Out of these reviews, guests state that they usually leave very positive reviews. Further, when an accommodation asks a guest to write a review, they are over three times more likely to get a response: plus, there is a much higher chance that the guest will leave them a 5-star review.

Key findings of the study:

  • The majority, 54%, of guests have experience writing and submitting at least one review in the previous 12-months.
  • On average, 95% of traveler reviews are positive; 93% of travelers' most recent reviews are reportedly positive.
  • When a review is requested by an accommodation provider, guests are 3.6x times more likely to leave a review.
  • Reviews are also 16% more likely to be "extremely positive" 5-star reviews.
  • After price, "Review Score" is the most important decision variable that travelers need to be convinced to book a certain accommodation.

SIMILAR STORIES

The findings lead to the clear conclusion that it should be in the best interest of any accommodation to manage their online reputation and to positively impact it by collecting and building online review content. To support these efforts, providers should adopt a comprehensive 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.

"This study reaffirms how important it really is to be on top of your reputation as a hotel provider. The white paper demonstrates that 80% of travelers who received a survey to evaluate a hotel's performance also left a review. In comparison, only 22% of travelers wrote a review without having been asked. Hotels can easily close this gap with a post-stay survey software that allows hoteliers to manage guest feedback and reviews from the entire web simultaneously", says Benjamin Jost, CEO of TrustYou.

Download the full white paper for free.

Find more information on TrustYou and the guest feedback platform on www.trustyou.com.

About TrustYou

TrustYou's mission is to help make customers happy. Happy customers are loyal, spend more, and talk positively about their experience. To achieve this goal, TrustYou turns insight into impact with three category-leading platforms:

  • The Customer Experience Platform (CXP) helps to improve quality and rankings based on surveys and reviews across the web, respond to all feedback with the help of AI, and actively market your reputation.
  • The Customer Data Platform (CDP) helps to merge customers' footprints into single profiles, understand your audiences, market to them, and measure the success of campaigns and messages.
  • The chatAI platform helps to provide answers faster than humanly possible, ensure personalized recommendations for more bookings, and lower operational costs.

Learn more at www.trustyou.com.

Katharina Heitmann
Marketing Director
+49 89 54 80 29 25