Hotels That Respond to TripAdvisor Reviews Will See Revenues Rise, Up to a Point
Photo Credit: Hotel managers who respond to customers' reviews on TripAdvisor will see a bump in rankings and revenues, up to a certain point, a new study suggests. Frame
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Translation: Show them you care, but don't go overboard.
If you're a hotelier or hotel manager, it pays, literally, to respond to online reviews, but only up to a certain point.
That's what a new study from Cornell University's School of Hotel Administration suggests. The report, "Hotel Performance Impact of Socially Engaging with Consumers," found hotel revenue levels rise as the number of management responses to online reviews increases. However, after an approximate 40-percent response rate, there's a point of diminishing returns.
"We see that hotel managers generally want to interact with guests who post reviews on line, but the question remains of exactly how to do that
