Let’s imagine that for a moment you are struck by the longing effects of wanderlust.
NB: This is an article from CartStack
It kicks in around 1pm on a Monday afternoon. Seeking an escape from the work week, you find yourself sifting through travelers’ reviews of the “best beachfront hotels in Hawaii.”
The above scenario is not rare. When it comes to hotel bookings, guest reviews play an important role in the decision-making process – especially for booking abandonment.
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A single positive review can mean the difference between an abandoned reservation and your next long-term guest.
As much as 81% of would-be travelers abandon their bookings. Booking abandonment is defined as when a guest initiates the booking process but does not complete it. This can happen for a number of reasons, such as:
- They were “window shopping” or researching options
- They found a better deal elsewhere
- They need more information before feeling comfortable enough to book
Stats show that 4 out of 5 visitors to your website will leave without booking a stay, and this results in $10 billion of revenue lost for the hotel industry…every year. However, there are several things you can do to combat booking abandonment. One effective strategy is to use guest reviews as a selling point.
What are the impacts of hotel reviews?
Guest reviews have a big impact on booking rates. In a study conducted by PhoCusWright on behalf of Tripadvisor, 87% of users said Tripadvisor reviews “help me feel more confident in my decisions.” In fact, more than half of travelers say they would never consider a hotel with no online reviews.
On top of that, in 2021 just 3% of consumers would do business with brands with a two star rating or less online. This just goes to show that hotel reviews can make or break a booking. Hearing about other guests’ positive experiences can help put would-be travelers at ease and encourage them to book.
Of course, we can’t discuss online reviews without mentioning every brand’s worst fear – negative reviews. While it’s easy to believe that only positive reviews hold any weight, negative reviews can still provide benefits when approached correctly.
A whopping 89% of travelers look favorably on hotel brands that provide thoughtful responses to their reviews, and that includes negative reviews. As we already know, the more your brand shines online, the higher the chance of landing new bookings. Responding to reviews increases the chance for booking enquiries by 24%.