Web reviews questioned

AUSTRALIAN academics have questioned the impact of online reviews, suggesting hoteliers may be unduly concerned about the rise of online criticism.

Newly published research by Macquarie University says most online hotel reviews mean nothing to future customers, and that positive reviews hold the most weight with readers.

Author and lecturer at the university’s Department of Marketing, Dr Shahin Sharifi, looked at the influence of positive, negative, and mixed reviews, and found that readers struggled to interpret and evaluate mixed reviews.

As a result, people tended to place greater weight on purely positive or negative reviews, and that positive reviews had the most influence.

“Positive reviews influence prospective customers more than any other so, as you would expect, to drive future bookings it is best to have as many good reviews as possible,” Sharifi said.

“Following that, it is important to respond to mixed reviews as quickly as possible.”

The research was published in the Journal of Hospitality Marketing and Management and also found that a “100% satisfaction guarantee” had no effect on whether a potential customer made a booking.

It suggested hotels should focus on improving customer experience rather than expending resources on a guarantee.

“Understanding the impact of positive, negative, and mixed reviews on their business is crucial for a hotel manager, particularly as managers are spending more time than ever responding to online reviews,” Sharifi said.

“Our findings suggest much of this time may be in vain.”