As a hotel owner or manager, you are aware that providing an excellent guest experience is crucial to attracting repeat business and increasing revenues. Nowadays, customers typically first check a hotel’s rating and reviews before making a decision.

There have been several academic studies that have investigated the relationship between online ratings and occupancy rates or revenues for hotels. These studies have generally found that higher ratings on online platforms such as TripAdvisor or Expedia are associated with increased occupancy and revenue for hotels.

One study, published in the Journal of Travel Research, analyzed data from over 3,000 hotels in the United States and found that a one-star increase in rating on TripAdvisor was associated with an increase in revenue of approximately 11%. The study also found that a higher rating on TripAdvisor was associated with higher occupancy rates for hotels.

Another study, published in the Journal of Marketing, looked at the impact of online ratings on revenue for hotels in Europe. The study found that a one-star increase in rating on TripAdvisor was associated with an increase in revenue of approximately 8%. The study also found that higher ratings were associated with higher occupancy rates for hotels.

Here are a few ways that hotels can improve the guest experience to increase revenues:

1. Provide excellent customer service: The staff at your hotel are the face of your business, so it’s important that they are friendly, helpful, and responsive to guests’ needs. Consider providing training to ensure that all staff members are able to provide excellent service.
2. Offer a variety of amenities: Consider offering additional amenities such as a fitness center, pool, spa, or restaurant to improve the overall experience of guests. These amenities can be a great selling point and can encourage guests to choose your hotel over competitors.
3. Address any issues promptly: If a guest has an issue or concern, it’s important to address it promptly and provide a solution. This shows that you care about the comfort and satisfaction of your guests and can help to prevent negative reviews.
4. Personalize the guest experience: Consider offering personalized touches such as welcome gifts or personalized recommendations to make guests feel special and valued. These small gestures can go a long way in creating a memorable and enjoyable experience for guests.
5. Stay up-to-date with industry trends: Stay informed about the latest trends and best practices in the hospitality industry and implement them at your hotel. This can help to ensure that you are offering the latest amenities and services to your guests.
6. Seek feedback from guests: Ask for feedback from guests and use this information to continuously improve and evolve the offerings of your hotel. By staying in tune with the needs and preferences of your guests, you can ensure that you are meeting their needs and providing an exceptional experience.
7. Invest in technology: Finally, consider investing in technology such as mobile check-in, electronic keycards, and in-room tablets to improve the overall experience of guests. These technologies can make the check-in and check-out process more efficient and can provide guests with convenient access to information and services.

However, it can be time-consuming to read and analyze reviews from guests in order to understand what works for them and what needs improvement. Sentimantle offers you a 24/7 Service Management system that can do this task and more. Schedule a demo to learn how Sentimantle can benefit your hotel: https://sentimantle.com/contact/