Almost all hotel guests (97%) have consulted other guest reviews when looking to book a stay in a hotel or resort, a new report from Accor has revealed.
Based on research that was carried out amongst 5,000 travellers across five European countries who stayed in a hotel or resort during the last 12 months, the report revealed that almost four in 10 (38%) of guests do so every time they book a stay.
It is said that guest reviews and ratings are the second most important factor in the booking decision process, ranking just behind rooms and amenities, and surpassing criteria such as F&B options, internet connection, and health and hygiene standards.
On average, respondents read nine reviews for each hotel or resort they looked to stay at, with those in Poland reading the most.
When asked to identify three areas they would most want to read about, 52% stated that cleanliness was the most important factor, followed by value for money (27%), bedrooms (26%), location (21%) and staff friendliness (19%).
Reviews are more important for couples and families than solo travellers. Of those who read reviews, 85% of those looking to book a trip away with a partner believe customer reviews are important.
Meanwhile, almost as many (82%) say reviews are important when booking a family holiday.
In addition, more than two-thirds (67%) of people who read reviews will ignore those that are more than six months old.
After staying at a hotel or resort, nearly six out of 10 people (57%) say they write reviews themselves for at least half of their stays. 10% of those surveyed do so after every stay and another 30% do so most of the time.
The report revealed that UK travellers are the least likely to write reviews at 79%.
According to the study, 71% of respondents appreciate hotels taking the time to respond to reviews, as it demonstrates that customer feedback is highly valued. This sentiment was strongest in Spain, with 78% of respondents agreeing, and lowest in the UK, with 59%.
Antoine Dubois, senior VP of sponsoring, marketing, loyalty and guest experience for Europe and North America at Accor, said: “Guest reviews are not just a reference point but a key decision-making tool for travellers, influencing buying decisions and perceptions of hotels, resorts and brands. Our guests pay close attention to each other, and hoteliers must pay close attention to them too as part of their marketing strategies.
“Reviews are people’s power in action and it is vital that those in the industry harness that power by taking them on board and continually improving – for the benefit of our own businesses as well as our guests.”