Loading ...American Express commissioned research early this year into consumers use of the Internet when researching and booking hotel rooms and restaurant tables. The work conducted by Loudhouse Research resulted in a report entitled ‘Hospitality Monitor 2007,’ which has just been made public by American Express.
The report concluded that almost half of UK consumers who utilised the Internet for finding their accommodation were swayed in their final choice by reviews of hotels posted on the Internet. A negative online review would be the most likely reason for a hotel not being booked even if it met the customer’s requirements in all other respects. The results of the study are based on telephone interviews made with staff at hotels and restaurants all over Europe.
It was discovered that as many as 80% of customers conducted online research before booking a hotel. For restaurants the figure was 62%. Balancing out good reviews with bad the industry has concluded that consumer content should be seen as a business opportunity. Many hotels and restaurants actively monitor website content that is posted on independent review sites.
The study also enquired into the use of Internet marketing by the businesses. It was found that about 50% of hotels and restaurants used affiliate marketing and 40% used direct search marketing. Email marketing was used by hotels but was not so popular with restaurants.
Online reviews are gaining in popularity but the most heavily used channel of communication where customers could express their opinions is still directly to the business concerned.
