Harnessing the Power of Social Proof: The Impact of User Reviews on Hotel Bookings

In today's digital age, the influence of user reviews on purchasing decisions cannot be underestimated. This phenomenon, known as social proof, is particularly important in the hotel industry. Online reviews serve as a form of virtual word-of-mouth, significantly impacting potential guests' perceptions of a hotel and influencing their booking decisions.

The Power of Social Proof

The concept of social proof stems from our inherent desire to fit in and our tendency to look to others when making decisions, particularly in situations of uncertainty. According to a study conducted by BrightLocal, a staggering 91% of people trust online reviews as much as personal recommendations. For hoteliers, this means that online reviews can make or break your hotel’s reputation.

Impact on Bookings

Online travel agencies (OTAs), like Booking.com or TripAdvisor, offer platforms where past guests can leave reviews, rating their experience on a scale of one to five. This feedback is publicly available, providing a significant source of information for prospective customers.

Social media platforms and online forums and reviews (such as Google Reviews) are a key way of sharing details about experiences from an authentic point of view, which can affect a hotel’s likelihood of being booked, as well as their pricing power. Changes in ratings can have a drastic impact, so it is imperative that hotels prioritise customer feedback for tangible financial benefits.

Encouraging Guests to Leave Reviews

Now, the question arises - how do we encourage guests to leave reviews? Here are a few suggestions:

• Ask them: This might seem obvious, but sometimes, all it takes is a polite request. After checking out, send guests a follow-up email thanking them for their stay and kindly ask them to leave a review.
• Make it easy: The less effort it takes to leave a review, the more likely guests are to do it. Provide direct links to your hotel's profile on various OTAs and your website in follow-up emails or texts.
• Incentivise: Offer small incentives like discounts on future stays, or loyalty program points for leaving a review.

Responding to Reviews

Equally important to receiving reviews is responding to them, both positive and negative. Responding shows potential guests that you value feedback and are committed to improving their experience.

Positive reviews: Thank every guest for their feedback, and make your responses personalised if possible. This will show guests that you appreciate their efforts and value their opinions.

Negative reviews: Respond professionally and promptly. Apologise for the guest's poor experience, address their specific concerns and offer a resolution where possible. This shows potential guests that you take their satisfaction seriously and are 
committed to making things right.

All in all, user reviews play a pivotal role in the hotel booking process due to the power of social proof. Hoteliers need to actively encourage guests to leave reviews and then respond to them thoughtfully and promptly. By managing online reviews effectively, you can enhance your hotel’s reputation, attract more guests, and ultimately increase your bottom line.