Proof: Travel reviews have significant effect on hotel conversion rates and pricing
Anecdotally, most hoteliers will agree that travel reviews and online user generated content are important for business.
Quantifying this importance, however, is often difficult.
TrustYou recently developed a new study together with Donna Quadri-Felitti, academic chair and clinical associate professor at New York University, Preston Robert Tisch Center for Hospitality and Tourism, to better understand the effect that online reviews have on hotel conversion rates and pricing at the point of purchase.
This study is the first of its kind using simulated booking engines and heat mapping technology to determine consumers' hotel choices.