Recent Studies Show That Higher TripAdvisor Scores Overcome Rate Resistance

There have been a number of recent studies that focus on the relationship between Tripadvisor scores and hotel rates. While this might seem like an obvious correlation, some of the findings are quite startling.

1. TrustYou study: 95% of travelers report using travel reviews regularly to make booking decisions.
2. Cornell study: a one-point increase in reputation may result in a hotel’s ability to raise room rates up to 11.2%.
3. TrustYou study: given equal prices, travelers are 3.9 times more likely to choose a hotel with a higher review score. Four times more likely!

And here is the most interesting statistic: even when hotel prices are increased for hotels with better review scores, travelers are still more likely to book the hotel with the higher score despite the higher rate. 76% of travelers said they would be willing to pay more for a hotel with higher review scores.

A hotel that has to lower rates to overcome poor Tripadvisor scores is fighting a losing battle. Even price-conscious travelers will be willing to open their pocketbook a little more to be ensured of nice accommodations.

Hotels can use this information to their advantage. When the phone rings, the reservations team can set the table for a positive guest review by consistently demonstrating politeness and professionalism. With concerns rising about fake booking sites, many hotels are seeing increased call volume, and this means that the reservations team will increasingly be the first point of contact. To make a great first impression, calls must be answered within 20 seconds and rarely put on hold, and the agent should follow a planned sales process such as Kennedy Training Network’s system.

It’s critical to talk with your reservations team and central reservations office (CRO) about how the guest’s first impression of the property may lead to a more critical review. If the call is answered correctly and courteously, the guest will be prepared to see a well-organized and alert hotel staff upon arrival, and the hotel will have made the right first impression.