What are the key elements/uses of online reviews within your firm?
Most important uses of online reviews for hoteliers worldwide as of October 2014
This statistic shows the most important uses of online reviews for hoteliers worldwide as of October 2014. During the survey, 50 percent of hotel industry professionals said that a key use for online reviews was in staff training.
What are the key elements/uses of online reviews within your firm?
Share of respondents
Understanding customer needs77%
Quality management72%
Improve product or service72%
Staff training50%
Interaction/communication with guests47%
Customer engagement41%
Create customer loyalty40%
Marketing tool35%
Benchmarking25%
Increase occupancy18%
Let customer do marketing17%
Increase average daily rate 15%
Increase review volume11%
Justification of rate11%
Improving keyword content for search engine marketing6%
No perceived added value2%
More an issue of being present2%
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Sources

Release date

October 2014

Region

Worldwide

Survey time period

as of October 2014

Number of respondents

575 respondents

Special properties

Hotel industry professionals including executives, managers, supervisors and general managers

Supplementary notes

The source does not specify the type or date of survey. The date given is the publication date.
Respondents were asked to select up to five answers.

Most important uses of online reviews for hoteliers worldwide as of October 2014
This statistic shows the most important uses of online reviews for hoteliers worldwide as of October 2014. During the survey, 50 percent of hotel industry professionals said that a key use for online reviews was in staff training.
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