Hotel reviews generate trust and bookings

According to research by TrustYou Middle East, 95% of travellers now read reviews before they book hotels

Checking what other people have said about a hotel is now important.
Checking what other people have said about a hotel is now important.

Travellers are 3.9 times more likely to book a hotel with a higher review score given equal prices.

That is a finding from research by online guest feedback platform TrustYou Middle East, which also revealed to the Qatar Hospitality Summit that 95% of travellers now read reviews before they book, each consuming on average five to seven reviews.

TrustYou Middle East regional manager, Mohamad Masri, said: “Reviews provide trust and trust ensures bookings. It’s an important relationship. Trust is the most important currency for hospitality products and services.”

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He urged hoteliers and caterers to collect and publish verified reviews “to keep guests within the eco-system of your website”, adding: “these rich snippets add authenticity and increase click-through conversions on organic Google search.”

Masri revealed that Atlantis The Palm Dubai attracts an average of 800 reviews a month across multiple platforms.

TrustYou promotes online review management to: develop core competencies; improve operations and quality; increase bookings; generate higher revenue; intensify the customer relationship; and receive more reviews.

The company monitors 200 sources, all of which require verification that a reviewer has actually experienced the venue. Therefore TripAdvisor is not included in its scores.

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