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Marketing Essentials for Independent Lodging by Marie Lanier, Pamela Lanier

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CHAPTER 14

The Rating Game: Leveraging Consumer Reviews

A recent PhoCusWright study revealed the impact reviews have on travelers’ decision-making:

  • 83 percent of respondents indicated that reviews help them pick the right hotel.

  • 80 percent read at least 6 to 12 reviews prior to booking.

  • 53 percent won’t commit to booking a hotel room until they read reviews.

The logic behind a review then is simple. If others had a positive experience, then the traveler assumes they too will have a similar stay and feel comfortable in making a decision to spend their money on one place over another. If travelers share their bad experience, then the assumption is why would my stay be any different? While any business is going to share the very best about what ...

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