Due to the growing influence of online reviews and ratings on consumer booking behavior today their impact on hotel’s sales results is becoming increasingly clear to notice.
There are interesting new studies proving this relationship. In one of our last blogposts we have already reported about similar studies focused on leisure travel.
A new research about “How Business Travelers Buy. Hotel Pricing in a Social World” from SAS and The Pennsylvania State University looks at how business travelers use online reviews to assess value. We have selected some points, that might be quite interesting for you:
Review content was not a significant contributor to choice, nor was TripAdvisor Rank.
However, review language was significant.
Business travelers preferred more descriptive reviews over those with emotional language.
If a review was positive or negative, business travelers wanted to know why.
Do you already know our Knowledge-section?
Download our Free Whitepapers here about:
>> Review Management
Copywriter and Content Marketing Manager