Picture this scene: You are traveling to see family during the holidays, and you decide to stay at a hotel for a few days. The building itself is beautiful, with a nicely decorated lobby filled with incredibly friendly and helpful staff members. You walk into your room and instantly notice it is bright, clean and big.
This was the travel experience of TrustYou’s marketing director Margaret Ady, and despite all of these positive aspects of the hotel, she gave a mediocre review. What was her reasoning behind this decision? She had to pay nearly $22/day for internet service.
Her frustration in having to pay for the internet service is not unique in today’s travel landscape that offers Free WiFi nearly everywhere you go. To go online and voice one’s concerns with an average, or below-average review has also become the norm in the hospitality industry.
TrustYou worked with New York Univeristy’s Donna Quadri-Felitti PhD, from the Preston Robert Tisch Center for Hospitality, Tourism and Sports Management, to release its first annual global reports, based on an analysis of over 14 million reviews written in 2013 to identify key trends in user reviews.
The consensus from the data matches Ady’s experience: in most destinations, travelers were smiling about service, but irate over the internet in 2013.
As travelers turn increasingly to reviews to help with their hotel booking decisions, hotel management is under constant pressure to focus on improvement of review scores connected to their hotel portfolio. In 2013, hoteliers rose to the challenge, with a majority of regions/countries (including leaders the United States, Spain and the United Kingdom) posting an increase in scores.
To read more about this report, including the recent drop of five-star reviews in major markets across the globe, click here.