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20 stats about online reviews that hoteliers need to know


by Jennifer Bridges  @JenBridgesRD

To survive in the competitive hospitality market, hoteliers need a strong reputation that attracts a constant stream of new customers. And one of the best ways to accomplish this is to manage your property’s online reviews.

The following statistics show how online reviews can help grow your business in three important ways.

Getting potential guests to notice you

According to these five statistics, most people make their travel plans on the Internet, and a large part of their research involves reading a lot of online reviews. Therefore, if your hotel has a weak online presence, with few to no reviews, then potential guests will overlook you in favor of hotels with more reviews. Some ways to get more reviews include claiming your profile on review sites, routinely asking for reviews, and making it as easy as possible for your guests to leave reviews.

1. Nearly 70% of Americans begin planning a trip by doing an Internet search. (Expedia)

2. 81% of people frequently or always read reviews before booking a hotel. (Hotel Business)

3. 52% of individuals would never book a hotel that had zero reviews. (Hotel Business)

4. 96% of travelers believe reviews are an important part of researching a hotel. (SiteMinder)

5. 79% of people will read between six and 12 reviews before making a booking decision. (SiteMinder)

Gaining consumers’ trust

These statistics reveal that reviews are an important form of social proof. People feel they can trust you if you garner high star ratings and offer courteous responses to guest reviews, as doing so demonstrates that you care about giving your customers the best possible experience. These things also highlight your hotel’s transparency and authenticity.

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6. When deciding between two similar properties, 79% of consumers are more likely to reserve a room at the hotel with a higher rating. (Hotel Business)

7. Customers will value guest ratings over a hotel’s brand  72% of the time. (TravelPulse)

8. 88% of travelers won’t even consider hotels with a star rating of less than three. (SiteMinder)

9. 32% of potential guests eliminated hotels with a rating of less than four. (SiteMinder)

10. 80% of people believe hotels that respond to guest reviews care more about their customers. (SiteMinder)

11. 85% of individuals say a hotel’s thoughtful response to an online review improves their impression of it. (SiteMinder)

12. Hoteliers who respond to online reviews garner 12% more reviews and see an average gain of 0.12 stars. (Hotel Management)

Helping you earn more from each booking

This group of statistics reveals the relationship between your reputation and your bottom line. Unsurprisingly, consumers are willing to pay more for a quality hotel experience, and the amount they are willing to pay directly corresponds with the level of star rating a hotel has. As such, you should make sure potential guests can see a surplus of positive online reviews. One way to do this is to add a link to your reviews on your website. You can also share impressive customer feedback on your social media channels. This way, when people search for your hotel’s name, they can easily find lots of positive word of mouth about your property.

13. Guests will pay 24% more for a hotel with a 3.9 rating over one that’s rated 2.4. (TravelPulse)

14. Guests will pay 35% more for a hotel with a 4.4 rating over one with a 3.9 rating. (TravelPulse)

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15. When a hotel boosts its online Trivago rating from “mediocre” to “okay,” it can see its CTR increase up to 4%. (Trivago)

16. If a mid-scale hotel bumps its online reputation by 1 percentage point, its revenue available per room (RevPAR) can grow by up to 1.42%. (Cornell)

17. Hotels with review scores that go up one point (on a five-point scale) can raise their room rates by 11% without altering their occupancy or market share. (Cornell)

18. 76% of consumers are willing to pay more for a hotel with higher review scores. (Trivago)

19. In 2017, TripAdvisor’s reviews and scores guided nearly $546 billion in travel spending. (StayNTouch)

20. Over 90% of travel and hospitality business owners think online reviews are among the three most important factors affecting the future of their industry. (GuestRevu)

For more information

Whether it’s drawing your customers’ eye, building trust, or establishing your hotel’s worth, a solid online reputation built on a foundation of positive reviews can enable your hotel to thrive. If you would like more detailed information about the best ways to manage your online reviews, see the following articles: