MARA AI is an innovative AI Review Reply Assistant software designed to revolutionise how hoteliers and other hospitality enterprises manage their guest reviews. Their latest hotel review statistics for 2024 reveal insights into the significance of guest feedback, response strategies, and the growing role of AI in the hospitality industry. Guest reviews are potent business tools for hotels. Despite this being a well-known fact in the hospitality industry, some business owners and hotel managers remain uncertain about whether they should invest their time and resources in enhancing their review collection process.
In this feature, we will highlight some of the key insights from the review statistics provided by MARA AI that every hotelier needs to be aware of. This collection of first-hand data gathered by MARA AI reflects the sentiments of hoteliers towards online reviews. These insights are intended to assist not only in improving online reputation but also in optimising operations to ensure optimal guest satisfaction.
The first revelation in the review looks at the importance of guest reviews. Out of 326 participants, the sentiment among hoteliers is evident: 86% deem guest reviews to be highly significant. This highlights the industry’s acute recognition of the influence customer feedback can wield over reputation and future business prospects. Nonetheless, it’s notable that a mere 2% of hoteliers regard guest reviews as an inconsequential aspect of marketing in the hospitality sector.
The report then looked at if hotels respond to guest reviews. Interacting with online reviews has become a customary routine, particularly on prominent hotel review platforms such as Google, Booking.com, and Tripadvisor. The findings indicate that 73% of hoteliers assert they respond to almost every online review, underscoring the industry’s dedication to actively engaging in the digital discourse. Conversely, a scant 9% opt not to respond at all, illustrating the widespread recognition of the significance of guest interaction.
In the digital age, promptness in response is paramount. An impressive 4 out of 5 hoteliers address their online reviews within a single day, showcasing their dedication to timely communication. Moreover, a remarkable 97% manage to provide a reply within one week, underscoring the industry’s commitment to maintaining an active and responsive online presence.
The next segment in MARA AI’s findings investigated the impact of responding to negative guest reviews. According to MARA AI a study conducted by TripAdvisor showed that 89% of users believed that a thoughtful response to a negative review enhanced their impression of a business. Encouragingly, hotel managers share the same viewpoint on this matter. The consensus among 4 out of 5 hoteliers is that addressing negative guest reviews can profoundly influence the perceptions of potential guests regarding the hotel. This acknowledgment of the importance of online reputation management is spurring proactive responses to criticism and complaints. Negative reviews can serve as validation for the authenticity of your business. Trustpilot highlights that online reputation doesn’t solely rely on positive reviews. In reality, presenting genuine, impartial reviews is an ideal method to exhibit transparency and foster trust.
When it comes to positive reviews, top-level executives in the hospitality sector have confirmed that positive reviews are a powerful means to boost revenue. With the accumulation of positive reviews, hotels may experience a surge in bookings, leading to higher occupancy rates.
A look now at who is responsible for responding to guest reviews. According to responses from the MARA AI review, there is a range of staffing strategies for review management, with 31% of hotels assigning a single staff member solely for responding to online reviews. This observation offers insight into the internal frameworks utilised by hotels to effectively manage reviews.
The commitment to managing guest feedback becomes increasingly evident when examining the weekly time investment. A significant 9% of hoteliers exhibit remarkable dedication, spending over 8 hours each week responding to online reviews. Furthermore, a considerable 44% of respondents allocate at least 1 hour per week to this responsibility, underscoring the industry’s shared recognition of the crucial importance of actively interacting with guests.
The method of crafting responses varies, as 3 out of 5 hoteliers continue to manually respond to every guest review. But there is a noticeable shift happening, with 1 out of 4 hoteliers adopting AI solutions to streamline and improve their review responses.
Google has considerable influence over businesses, especially within the hospitality sector. Firstly, the Google Business Profile enables businesses to feature prominently in relevant Google Web and Google Maps searches, connecting potential guests directly to your establishment. Furthermore, the platform offers businesses the ability to activate features such as Google Messages, Reserve with Booking, Multi-property management, and other functionalities. The focus on Google reviews remains a primary concern for numerous hoteliers, with 71% actively gathering reviews on this platform. This aligns perfectly with the increasing influence of Google as a primary source of information for potential guests.
When it comes to other travel platforms, an overwhelming majority of respondents, representing 83%, confirm that they actively engage in responding to Expedia reviews. This proactive approach to addressing feedback on the Expedia platform underscores the industry’s dedication to acknowledging and addressing guest experiences on widely recognised travel platforms.
MARA AI concluded their findings by saying that, the hotel review landscape in 2024 is dynamic and continuously evolving. Embracing this change and harnessing AI tools can play a crucial role in staying ahead in the competitive hospitality industry. As hoteliers navigate the complex realm of guest feedback, having access to these key statistics can act as a guide to success, guaranteeing a positive online reputation and improved guest satisfaction.