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Hotel earnings depend increasingly on reviews

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Guest reviews and social media mean more than ever

Hotel guest reviews and social media mean more than ever when you book a room, a new study from Cornell University of Hotel Administration in the US says. There is a firm connection between reviews and earnings, the report stresses, and the main assessments come from controversial sources such as TripAdvisor and Travelocity. However, luxury hotels seem not to be affected by reviews to the same degree as economy properties. The study’s author, Chris Anderson, says that business travellers believe they can trust the quality of the best chains, but other hotels have to ensure online reviews about them are good. Nevertheless, Anderson expects that as online reservations surge, business travellers will also increasingly be checking guest “reviews”.
As previously reported, chains like Starwood and InterContinental are now offering customers to “declare their own experiences” on the chains’ websites.
Travel Weekly
[pictured: Novotel Genova Ovest]

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