More than half (52%) of UK hotel guests read reviews every time they book a hotel stay

Agilysys, a global provider of hospitality software solutions and services, announced research that reveals more than half of UK consumers (52%) read reviews every time they book a hotel stay. The study also showed that reviews are a key factor in determining which hotel to stay at, with 59% of consumers admitting they wouldn’t stay in a hotel with a bad review.

The study, which canvassed the opinion of 1,000 UK consumers who have travelled frequently in the last year, found that almost two-thirds (62%) of the guests agree that a bad experience during a hotel stay would make them more likely to leave a review, with 20% claiming that they would be highly more likely to leave a review after a bad experience.

“The survey results demonstrate the significance of bad reviews, with guests more likely to leave a poor review after a negative experience. With bad reviews carrying more weight on guests’ decision-making when choosing which property to stay in, this is clearly an area hotels need to prioritise,” said Matthew Prosser, Regional Director UK, Agilysys.

When asked which factors prompt them to leave a review when staying at a hotel, the top three responses given were whether or not the property was good value for money (40%), staff interactions (39%), and the quality of food and beverages (33%).

“The factors that prompt guests to leave a review are all things that the property has control over. It’s so important that venues focus on Return on Experience to delight guests throughout their hotel journey. This can be achieved through implementing a good property management system that can free up time for staff to focus on the guest experience,” Prosser added.