THE POWER OF THE GUEST EXPERIENCE

Two recent studies show the increasing importance of guest reviews to a hotel’s bottom line. In one, a researcher at the Cornell School of Hotel Administration documented the growing reliance of hotel guests on third party sites such as TripAdvisor and Travelocity when deciding on a specific property. Even a modest increase in a hotel’s score leads to a significant improvement in ADR. Also of importance, while boosting occupancy, the impact is greater on room rate, so the improvement on profitability is sizable.

Another piece of research conducted on behalf of communications agency Text100 Global Communications revealed that travelers are by a wide margin most influenced by the recommendations of friends and family when making their travel plans.

One conclusion of these two investigations is that bolstering the guest experience through improving such factors as property cleanliness can yield sizable financial gains.