A redistribution of the ever increasing number of hotel reviews
Hotelspeaker accompanies you on the opinion platforms that matter!
The 2018 Global Hotel Reputation Benchmark Report published by Revinate presents the new trends in online hotel reviews and highlights 2 major events for 2017:
1 / An ever-increasing volume:
According to the above study that includes 77 million opinions and 138,000 hotels in more than 200 countries, the number of reviews online has increased by 27% between 2016 and 2017. Online reviews are a determining factor for travellers, whether planning their trip or sharing their experiences. Review sites and hotel owners now actively encourage clients to write a review; the positive impact on bookings has been proven.
The number of monthly reviews has also increased from 29 in 2016 to an average of 38 by hotel in 2017 (+ 31%).
2 / The new top 4:
Booking.com remains the first aggregator of reviews, followed by Google, facebook and Tripadvisor, these 4 sites generate 74% of opinions analyzed.
Previously in 2016 Booking.com, Tripadvisor, Google and Hotels.com generated 78% of all opinions. An upward trend has been noticed in the use of non-specialized sites such as Google or Facebook. Facebook ousted Hotels.com by generating 58% more reviews in 2017.
The incredible boom (+ 207%) by Google is mainly due to the increase in responses generated in the second half of the year, 65% of the years reviews were generated in this period.
Alone, Google has contributed to 70% of the increase in reviews during 2017 and has shown that hotel owners need to be more attentive to these emerging channels, but without forgetting the traditional aggregators
Hotelspeaker responds to reviews by using the most dynamic media.
Since the first quarter of 2018 Hotelspeaker has included reviews left on Google and Facebook. We now offer a completely seamless service for managing our customers’ e-reputation by analyzing and responding to comments left on the main platforms: Booking.com, Google, Tripadvisor, Facebook, Hotels.com, Expedia.
In addition, we monitor and then prepare customized responses on platforms specialized in customer satisfaction surveys such as Customer Alliance and Trustyou.