Hotel website reviews ‘not trusted by nine in 10 holidaymakers’

Fewer than one in 10 holidaymakers trust reviews on accommodation providers’ own websites, it has been revealed.

While more than a third (38%) of people read reviews before booking, a study by Hop Software found trust in them remains low, with just 8% having faith in what was posted on hotel websites and only 16% trusting them on third party booking sites.

Commenting on the findings, Richard Drummond, COO of Hop, said: “It’s quite shocking that while customers still rely heavily on reviews, most holidaymakers say that they don’t trust them. So, hoteliers and accommodation providers must not only continue to strive to receive great reviews from guests, but also to build their trust in these reviews.

“For example, the way reviews and testimonials are displayed on a website can have a huge impact on consumer trust, with video and image-led testimonials tending to work really well, as customers are able to put a face to a name.”

The survey of 2,000 UK consumers also found the top reasons for leaving a positive review were good customer service and excellent communication, with half of people saying that this would encourage them to leave feedback.

‘Simple fixes’

Following closely behind was a great location (41%) and personal touches, with over a third (38%) saying that small extras such as such as hampers or maps of local areas would encourage them to write kind words about a provider.

Nearly half (45%) said that bad customer service would be the top reason for leaving a negative review, while a further 40% said that the accommodation not being as described would impact their decision.

A further third (33%) were concerned about their evening meals and leisure time, citing that bad food at the hotel’s restaurant or bar would make them consider leaving a bad review online.

Richard Drummond added: “Good customer service is, and always has been key. Simple fixes and small personal touches are evidently the best way to make sure that guests are talking about their stay positively.”

All of the findings are available in ‘The 2021 holiday boom: what Britons are looking for’ report, which can be downloaded in full here.

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