Table of Contents:
- How Important Are Hotel Reviews to Your Attendees' Decisions on Where to Stay?
- <strong>The Other Side: Review Sites Are Innaccurate, Negative, and Non-representative</strong>
- <strong>Some Takeaways for Meeting Managers</strong>
But another study says, meh, not so much. This one, conducted by Market Metrix, found these review sites generally are pretty inaccurate when compared to guest surveys. According to a press release, "There were nearly 300 percent more negative responses (one- and two-star ratings) when compared to survey research, and positive responses (five-star ratings) were under-represented by 35 percent." So maybe all those nice people who answered the TripAdvisor survey were the outliers? But if that's the case, then why did the Market Metrix study also mention that anywhere from 15 percent to 40 percent of all reviews were fake reviews/promotions solicited and paid for by hotels? One would presume they were paying for positives, right? I find this one hard to believe.
Not so much the other two main points of this study, which were that the total number of reviews per property tend to be pretty low and so wouldn't provide enough data points to be meaningful, and that only 56 percent of Americans participate in(and just 20 percent of those over 50 years old, another number I have a hard time believing). So the reviewers tend to skew toward younger folks, whose wants and needs may differ from those of your meetings' demographics.