Hospitality: online reviews are decisive in the choice of establishment

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In today’s world, consumers rely heavily on online information to make purchasing decisions, whether it’s choosing a new smartphone or the next vacation spot. When booking accommodation online, more than half of European consumers say they are influenced by customer reviews and online ratings, while only a fifth of consumers consider themselves insensitive to this type of information shared on Internet. Two in five European consumers also consider the star rating (one to five) to be an influencing factor when booking a hotel room, while for around one in three consumers, stars play no role in the choice.

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