Responding to online reviews drives booking enquiries, says Tripadvisor

Hoteliers who respond to guest comments and reviews are more likely to receive booking enquiries, according to new research from Tripadvisor

The research found that hotels providing a management response to reviews are 21% more likely to receive a booking enquiry than those who do not respond.

Properties who respond to over 51% of their reviews increase their likelihood of receiving a booking enquiry by 24%.

The study analysed data such as reviews, photo and video content, and management responses across a sample of hotels and B&B from the 25 most-reviewed cities on the site to find out what factors most encourage travellers to look for more information about the property.

The study also found that photos were an essential part of a hotels online offer with properties showing at least one photo seeing an increased traveller engagement of 138% and a 225% increase in the likelihood of a booking enquiry, compared to those who had none.

Marc Charron, president of Tripadvisor for Business, said: “Looking at the results of this study, a clear theme emerges; the more engaged the business owner, the more interested the traveller.”

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