SAN FRANCISCO — It’s generally understood that hotel operators should respond to online reviews and complaints, but, according to the “2014 Hotel Reputation Benchmark Report” conducted by technology company Revinate, most hoteliers are falling short.
According to the report, only 56 per cent of hoteliers reply to TripAdvisor reviews, 17 per cent respond to Expedia reviews, and an average of 36 per cent of operators are responding overall.
The study shows hoteliers respond most to five-star reviews, but operators who actively respond to all online reviews receive higher star ratings.
San Francisco-based Revinate analyzed more than 20-million reviews from 80,000 properties in 125 countries between Jan. 1 and Dec. 31, 2014 to gather information for the report.
