Accor has published new research showing what it says is “the growing importance of guest reviews and ratings when booking a hotel stay”.
The group commissioned OnePoll to carry out the research in December 2023, with 5,000 adults surveyed across the UK, Poland, Germany, France and Spain, all of whom had stayed at a hotel or resort during the previous 12 months.
The results showed that nearly all (97 per cent) of guests have consulted reviews at some point when looking to book, with 38 per cent doing so every time they book, and another 38 per cent doing so “most of the time”.
The research also revealed that guest reviews and ratings are the second most important factors in the booking decision process, behind rooms and amenities but ahead of food and dining options, wifi/internet connection, and health and hygiene standards.
On average guests read just under nine reviews for each hotel or resort they are looking to stay at – but just over two thirds of those reading reviews said they ignore those that are more than six months old.
Cleanliness topped the list of review areas guests look for, followed by value for money, bedrooms, location and staff friendliness, and 63 per cent said they would acknowledge both positive and negative reviews.
In terms of writing their own reviews, more than half (57 per cent) said they do so for at least half of their stays, with 10 per cent writing reviews after every stay. Respondents from Poland were most likely to have written reviews, with 95 per cent having done so, followed by Spain (94 per cent), Germany (85 per cent) and France (84 per cent).
Those from the UK were the most reticent when it came to writing guest reviews, with just 79 per cent having done so.
The research also looked at responses from hotel to reviews which have been left, with 78 per cent of Spanish respondents stating they appreciated properties taking the time to do so, while only 59 per cent of those surveyed in the UK appreciated the effort.
Indeed 12 per cent of those who took part in the survey said they were not in favour of hotels or resorts replying to reviews, as responses “can appear to be insincere or just a business requirement”.
Commenting on the survey Antoine Dubois, senior vice president, sponsoring, marketing, loyalty and guest experience for Europe and North Africa, 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 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.”
What are your thoughts on guest reviews? Do you read them? Which review sites are more reliable than others? Do you tend to leave your own reviews? Let us know in the comments section below.
