How online reviews and feedback drive more bookings

Claudiu Sorin Simina

You can drive more bookings using a reviews system directly integrated into your property’s website. A recent statement from Nellie Akalp, contributor on Forbes magazine, begins with this powerful statement:

 ‘A Google review can shape your business far more than a Google Ad. According to a Zendesk survey, 90% of participants claimed that positive online reviews influenced their buying decision, and 86% said their decision was influenced by negative reviews.’

There is no doubt regarding the influence that feedback is having on our decisions. The reputation and our holiday feeling of a property is shaped by what we read online. As a tourist, I always check the reviews of the property that will have the pleasure to have me as a guest  for my next holiday. I use multiple tools to get an accurate picture of what it feels like to stay at your property.

In order to get the best rate possible, I go to the meta search of Trivago, where I can select the option to book a hotel based on the rating score it has obtained.

Trivago-rating-score

As there is rate parity, given the fact that all products or rooms are the same and have the same prices. I first go to Booking.com to check it’s reputation. This is a reference for me to compare it’s image on various booking platforms.

bookingcom-rating-reviews

Thinks to be attentive to: number of reviews(a lower score with over 50 reviews is better than a high score with 10 reviews), date of the last review (if the last feedback is from 2012, you should check if the property still exists 🙂 , positive reviews give me a first image about how the location, property and service will be, negative reviews are alarm signals regarding management, the showers and beds.

Next platform I check is Expedia, given its international audience. As you see here, the number of reviews is less, means that a lower number of international guests have booked the property when compared to the European counterparts.

Expedia-feedback-reviews

HRS is to be checked as the well traveled German tourists can bring some insight not seen on other online booking websites.

HRS-evaluations-reviews

As a last resource, I go to their own website. Where for my surprise I see they have a very attractive website with a booking engine where I can see if a better rate plan is available. Moreover, what is of interest is, to see they have Tripadvisor for their rating score. Of course, I check the same parameters again.

Tripadvisor

As seen so far, a reviews is shaping your property image more than a Google Ad words campaign. Your property has the possibility to build a solid image projecting its real qualities by using the professional services of a feedback company. This review company can help increase the number of reviews, interact in a better way with their customers, know their preferences and use them for marketing purposes and reflect a positive and professional image. As a choice there are several providers specialized in the industry. Just to mention a few:

http://www.customer-alliance.com

http://www.reviewpro.com

http://www.revinate.com

Also the following white paper gives a short introduction into the world of reviews:

http://www.customer-alliance.com/en/whitepapers/review-management

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