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:
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.
The context in which the review is created plays a more important role.
Many sites have reduced the number of different ratings to just the essential ones.
It seems that OTAs (online travel agencies) are still not comfortable with users publishing their own videos or photos.
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?
Natural Language Processing technology is finally catching up. These advances will make it easier to understand high volumes of content and will drive personalization.
More and more hotels take matters into their own hands and encourage guests to write reviews.
Q&A functionality will allow users to ask the hotel staff or past guests specific questions about the hotel.