Published on : Friday, December 27, 2013
For the online travel agents (OTAs) of the global travel industry, the online drive of innovative marketing and branding is getting more and more relevant. From social bookmarks to micro blogging, from review forums to newsletters, the travel agents along with the other sections of the industry is engaging more and more users every day.
Online reviews plan an important role in inspiring future travellers and thus enhance business. Two-third of the hotel guest reviews are found positive as per a study made by ReviewPro. It also reveals that the English-speaking travellers spend most number of words.
ReviewPro, an online reputation company studied almost 15 million online guest reviews written in 24 languages from more than 100 OTAs and review sites for the past one year.
According to the results of the review, 66% of the guest reviews are positive, 10% reviews are negative and the remaining are neutral. The most positive reviews are by Chinese guests (77%) followed by English (69.8%) and Russian (68.5%). The Chinese write the maximum negative (5%) reviews as well.
As per the demographics on the basis of language, English reviews (56%) contribute a substantial number followed by German (8.4%), French (7.6%), Spanish & Italian both contributing (6.3%).
Travellers have always used others’ recommendations and reviews during the planning stages of a trip, and now with the proliferation and popularity of online review sites, the scope of this feedback and as a result their impact has multiplied. With the number of reviews and their worldwide accessibility, the influence travel sites have is consistently growing.
While reviews are influential across travel categories, hotel reviews most strongly impact travellers’ booking decisions. A TripAdvisor study found that over half of claimed they would be more likely to book a hotel whose management responded to reviews, compared to ones who didn’t.
Evident from the above study, the world travel industry is gearing up to reach a new transparency where honest and real reviews shall drive the industry and the consumers are expected to avail the maximum return on investment.