Hotels sector attracts most online reviews, finds survey

The hotel industry attracts more online reviews than any other sector, research carried out on behalf of marketing agency RAPP has found.

Some 45% of the 2,029 customers surveyed said they would write to recommend a hotel, while 43% would write to criticise one.

Consumers were more likely to write about a hotel online than a restarant, bar or club, broadband telephony provider or cable/satelline TV provider.

The survey also showed that 80% of customers will use online reviews before making a purchase, and 62% will change their minds about a product as a result of a bad review.

Consumers are becoming more aware of their power, with just under half saying they would write a review to “actively influence” how a company deals with its customers. A total of 56% of people said they would write a review to make sure others don’t make the same mistake.

RAPP customer experience director Gavin Hilton said: “Word of mouth is no longer the preserve of the young and internet savvy. It’s now ubiquitous.

“Companies need to have a strategy with impact, both on reputation and ROI, not just for cosmetic purposes.”

The research was undertaken by YouGov between November 30 and December 2 2009.

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