Some new information has come from Brian Payea at Trip Advisor – the percentage of reviews written for each of their five categories.  Trip Advisor calls them “owls”, but every hotelier I’ve talked to refers to them as stars.

Some interesting insights – over 40% of the reviewers give hotels a 5.0 rating!  Another 27% give a 4.0 rating.  So two-thirds of all Trip Advisor reviews are a 4.0 or better!

The average of all reviews 3.74.

So if you’re a general manager or hotel owner and you’re feeling comfortable with your 4.0 rating think about this – your hotel is performing only slightly above average!

Guests have taken control of the hotel customer satisfaction survey.  Among leisure travelers 64% read comments and reviews written by past guests – only 38% use professionally written reviews.  Ouch! 

It may be time to establish a pro-active Internet content management program.  Hotels with the greatest number and most favorable reviews are way ahead of competitiors in the all important (electronic) word-of-mouth marketing arena.  They are also more likely to be running proactive programs designed to encourage positive guests reviews and manage unfavorable ones.

What are you doing to manage the online guest dialog and increase your Trip Advisor “star rating”?

AUTHOR: Madigan Pratt

Madigan Pratt is President of MP&A Digital & Advertising, an award-winning agency helping luxury hotels attract and retain profitable customers. Principals with over 60 years of collective experience at some of the world's largest advertising and direct marketing companies lead the agency's team of marketing, creative, public relations, Internet and social media professionals.

1 Comment
  • I am all for Trip Advisor. But, let’s make it fair for both sides. I would like them to add to their review site a section to report bad guests. If a guest is able to slander a hotel then the hotel should be able to use free speech and post guests names whom have wronged the hotels. Im sure that would be very interesting to read about guests whom have treated hotels badly. “Mr. Buckley, of 210 Broadway, smoked in our beautiful room, burned holes in the bedding and night stand”. Im sure other hotels would love to know that Mr. Buckley does not abide to the no smoking policy.

    March 2, 2008

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