83% of Vacation Travelers Rely on Online Hotel Reviews

A recent survey of 500 travelers confirms that online hotel reviews have become a key consideration for leisure travelers in selecting a hotel or resort. 83% of leisure travelers will always or sometimes check out online hotel reviews before they book a vacation at a hotel or resort they haven’t visited previously. Most of the other travelers said they rely instead on major brand reputation, travel agents, or group tours, or only book at the lowest priced hotels.

“When you book a vacation at a hotel or resort for the first time, do you check out online hotel reviews?”

Yes 69%, Sometimes 14%, No 17%

Online travel sites have recognized the importance of hotel reviews and use these reviews to attract visitors and increase their share of hotel bookings. Alan Hollander, Founder and CEO of GuestBook, says that while hotels have improved their online marketing and the content of their websites to influence travelers to book directly with them, most have not kept up with social media and the increased reliance on peer reviews. As a result hotels lose visitors to their websites who want to see reviews before they make their reservation.

One hotel group, Accor, has tried to find a middle ground in an effort to retain visitors to its multi-brand website (accorhotels.com) of over 3,000 hotels by recently adding links to guest review excerpts from TripAdvisor. This strategy, Hollander, explains carries a risk that a visitor will click through to TripAdvisor which promotes competing hotels through advertising and provides commission-based booking options.

An alternative provided by GuestBook functions more like an extension of a hotel’s website. GuestBook does not display advertising from competing hotels and provides a direct link back to the hotel’s own reservation system. In addition, GuestBook only allows reviews to be posted by actual guests. GuestBook is being used by resorts such as the Royal Palms Resort and Spa in Phoenix, Arizona, and The Steamboat Grand in Steamboat Springs, Colorado.

Survey Notes: The survey was conducted by GuestBook LLC in March 2011 at Boston Logan Airport of adult travelers (i.e., those carrying luggage). Responses from couples were counted as one response and responses from travelers who said they don’t book vacations at hotels or resorts, stayed at their own timeshares, or always combined their vacations with business travel, were not counted.

Contact information:
Alan Hollander, Founder & CEO
GuestBook LLC
guestbookreviews.com
Telephone: +1 617 517 6028