Company and industry news and announcements

Online Hotel Review Trends 2015

July 20, 2015 — by Roman

We compiled a list with interesting trends around user-written hotel reviews on travel websites & apps. While there’re overall no revolutionary changes, we can see a lot of incremental improvements and experimentation. Check out our top 8:

#1 Reviews everywhere

Reviews are a must-have for any site or app trying to sell hotel rooms. Descriptions and hotel stars simply cannot relay the same level of trust.

Even HotelTonight, an app with curated inventory, started showing ratings.

Even HotelTonight, an app with curated inventory, started showing ratings.

#2 More details about review & reviewer

The context in which the review is created plays a more important role.

Research question: How do reviews submitted by phone differ?

Research question: How do reviews submitted by phone differ?

#3 Less ratings

Many sites have reduced the number of different ratings to just the essential ones.

Too many ratings reduce the amount of completed evaluations.

Too many ratings reduce the amount of completed evaluations.

 

#4 Photos & videos are still not happening

It seems that OTAs (online travel agencies) are still not comfortable with users publishing their own videos or photos.

TripAdvisor features videos if you know how to find them

TripAdvisor features videos if you know how to find them

#5 Auto-summarization of reviews

Reviews are essential, but not easy to get for OTAs. Auto-generated summaries of reviews from other sites can help to fill the need for content. By the way, do you know the Olery Review Summaries?

For many travelers this might even be preferable to reading through dozens of reviews.

For many travelers this might even be preferable to reading through dozens of reviews.

 

#6 Analyzing what people write about

Natural Language Processing technology is finally catching up. These advances will make it easier to understand high volumes of content and will drive personalization.

Booking.com is experimenting with showing what users say in reviews.

Booking.com is experimenting with showing what users say in reviews.

 

#7 Proactive review management

More and more hotels take matters into their own hands and encourage guests to write reviews.

Several software solution make it possible for hotels to send surveys to guests which get published on review sites after completion.

Several software solution make it possible for hotels to send surveys to guests which get published on review sites after completion.

 

#8 Questions as complementary

Q&A functionality will allow users to ask the hotel staff or past guests specific questions about the hotel.

TripAdvisor offers this feature already for a while.

TripAdvisor offers this feature already for a while.