The Naked Truth about Hotel Reviews

olery The Naked Truth a bo ut Hotel Reviews Customer reviews are vitally important. They can make or break a hotel and its reputation. Who writes these reviews, how often, and on what sites? New insights and answers from Olery, a leading provider of reputation management software for the hospitality and leisure industry, reveal the history of customer reviews, whether men or women complain more, which gender is more prone to give a better star-rating, if a hotel's star-rating has any bearing on the reviews it receives, and more. How important are reviews? Reviews have grown exponentially Average number of reviews per hotel over the years 465 332 238 226 157 88 10 16 3 26 39 2002 2004 2006 2008 2010 2012 81% 46%, 49% of travelers find user reviews important of travelers won't book of travelers post hotel reviews a property without reviews Average rating per hotel star 8.5 7.8 7.2 6.6 5.3 The more stars a hotel carries, the more likely it is rated higher in reviews Who writes reviews? Men complain more of reviews are 47% written by men of reviews are 53% written by vwomen Average review rating by gender average review rating of men 7.8 8.5 average re rating of women Number of reviews by age group 45% 35-49 year olds 30% 25-34 year olds 22% 50-64 year olds 0,5% 3% 13-17 year olds 18-24 year olds Reviews are mostly written by 35-49 year olds Reviews by travel purpose 6% 36% 58% Work Work & fun Fun Where do they come from? Mobile is on the rise of smartphone 22% owners read hotel reviews on their mobile Top 10 review sites by number of reviews OO 1. TripAdvisor 60,000,000 B. 2. Booking.com 14,390,000 3. Expedia 4,000,000 4. Best China Hotel 3,500,000 5. HRS 3,000,000 N 6. Hotels.com 2,000,000 A 7. VirtualTourist 1,800,000 h 8. Hotel.de 1,500,000 9. Zoover 1,369,884 10. TVtrip 1,311,525 olery Sources Turn guests into ambassadors. Tnooz Olery helps turn guests into ambassadors. The Olery suite of comprehensive products and easy-to-use tools for the leisure and hospitality industry intuitively turn real-time guest feedback, online reviews and social media feedback into actionable business intelligence. Our customers use Olery Feedback, Olery Reputation, Olery Groups, and the Olery Review Sites Database to track the success of operational improvements, to increase quality guest feedback, to develop new marketing channels via social media, to provide better customer service, and to drive incremental revenue. http://www.tnooz.com/2011/08/18/news/underscoring-the-importance- of-online-hotel-reputation-management/ Comscore http://www.comscore.com/Press_Events/Press_Releases/2012/4/ Majority_of_Smartphone_Owners_Now_Access_Travel_Information_ on_their_Devices Olery study based on 50,000,000 reviews from 10o review sites in the period 2001 - 2012 from Olery Reputation. Our customers include leading hotels such as Boscolo Hotels, InterContinental Hotels Group, Okura Amsterdam, Van der Valk Hotels, Carlton Hotels, Best Western and Hampshire Hospitality. Olery Review Sites Database http://www.olery.com/review-sites-database Olery Report on the online reputation of United Arab Emirates hotels http://www.olery.com/a-report-on-the-online-reputation-of-united- arab-emirates-hotels-april-2011-april-2012 Founded in 2010, Olery is a privately held company based in Amsterdam, The Netherlands. Follow us on Twitter at OleryHQ or learn more at http://www.olery.com. Please contact us at [email protected] for more information Estimated Estimated