Reviews, reputation and ratings are the 3Rs that potential guests consider when making the decision to book with one property over another.
Recently, I had the opportunity to present my findings pertaining to these 3Rs at the Hotel Marketing Association’s (HMA) National Hotel Marketing Conference at the Hilton St George’s Park in Burton-upon-Trent in the UK. It was through my research, we looked at 18 million reviews for over 7500 hotels in the UK, that I was able to clearly understand the current situation in the UK compared to the rest of Europe. And when you download the data you’ll appreciate just how important these 3Rs truly are. Also, you will see how properties can impact and improve upon their place with search and booking results.
But, first let me give you a peek into what my research netted out before you dive into the greater details within the presentation.
As one of the 3Rs, we know that Reputation has a strong influence on the choices that guest make when it comes to finding the right accommodations. Obviously, a better reputation will greatly impact a guest’s decision to choose you over another property.
Additionally, we see that there is a correlation between better Ratings and an increase in the monetary return. The better the rating, the more likely you are to drive improved occupancy rates and be able to see higher value for that occupancy.
When we look at all the data from a global level, the UK is not doing too poorly. However when a comparison is made to the EU market, there is still some ground to cover.
Overall the majority of UK cities have seen improvement from 2014 to 2017 with 4.06 in 2014 to 4.13 YTD in 2017, which is over the global average for guest satisfaction ratings.
The third of the 3Rs is Reviews and we know that the 4 and 5 star segments are better in driving reviews. An increase in property reviews will see an improved ranking within search. And it should be a goal to be higher up in searches results to ensure more potential guests are seeing your property as an option that fits their needs.
In general, we can see that around the world, guests share sentiments when it comes to dislikes, for example, with bathrooms and likes pertaining to their appreciation of staff. From this we know that it is important to invest in things that your guests don’t like, but continue to maintain and even improve what your guests like.
With Reviews we can see clear growth from 2014 to YTD 2017 of Google as a review channel. In 2014, we were only seeing about 1% of reviews coming through Google and now we are up to 12% so far in 2017. This will only continue to grow and in turn help your Google search results.
But it is essential to remember those Reviews which you receive should not be just left out there in cyberspace unaddressed. There is great importance associated with responding to all reviews good or bad. However, it is probably more imperative to focus on the negative, as this has been shown to impact your revenue.
These points are just the tip of the iceberg and when you download the full presentation you’ll be able dive deeper into the research and get a clearer picture of the current situation in the UK market.
Download the full report here.
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