79% Of Consumers Of Online Reviews Trust Them As Much As Personal Recommendations

July 29, 2014 - PRLog -- 4 billion people have a mobile phone, 95% of those bring it with them when they stay at a hotel*

They are using it to book every step of their journey, get the latest news and find local millennial-friendly activities. All this whilst diligently posting reviews of every service they interact with. Customer behaviour has changed, they want the freedom to personalise their experience and be empowered to make their own choices. Their opinions now matter more and more with posts on social media, various websites and blogs and there is no fear from this generation to post their comments and share them immediately.

What about hotels? How does this affect them?

Research by Software Advice,an online research firm for hotel management software, shows that the growing trend for mobile use can help explain the rise of travel websites such as Booking.com and TripAdvisor.com. A combined 46% of young consumers use online reviews before booking and an astonishing 79% of consumers of online reviews trust them as much as personal recommendations.

We all know that one of the first things we do when arriving at a hotel, is to log on to the property’s wireless internet, often with multiple devices. Combined with the knowledge that guests now prefer digital hotel information to printed materials, there is really no reason why hotels shouldn’t engage with guests through their mobile devices from the very moment they arrive, if not earlier.

The mobility trend means that hotels have to adapt to how they interact with their guests and be aware of the power their online presence and reviews have. For 40% of travellers polled by Software Advice, guest-submitted comments are the most important factor in their decisions to purchase.

In order to do so, hotels must be willing to embrace new technologies that enable them to interact with their guests before, during and after their stay.

Having a mobile app is one of the ways to achieve this. Appearing to be more ‘personal’ and ‘approachable’ will encourage guests to engage with the hotel and increase customer loyalty, all of which is positively reflected in online reviews.

Their opinions matter and ensuring good service, alongside useful guest-facing technology, will only increase positive feedback creating a win-win situation for both guests and hotels. It is also important at that stage, to ensure that if something is not perfect, guests can advise the hotel of the issue through their own device to enable the hotel to rectify the situation without delay.

The hospitality industry is fast recognising the need for mobile technology in their properties. We have seen it reducing costs, increasing revenue and enhancing the guest experience all of which have a positive effect on online reviews. Guests are already using this technology and hotels should too.

*(http://www.elevenwireless.com/11-stats-we-think-you-should-know/)

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About iRiS Software Systems

* London-based iRiS Software Systems Ltd is an award-winning interactive guest services application creator, providing apps designed for hotels, cruise lines and restaurants. The iRiS applications are designed to improve the guest experience, increase revenues and reduce costs, improve communications between guests and staff and provide a smart marketing tool. Both tablet and mobile phone applications are available

* iRiS Valet is the award-winning, interactive, multi-lingual guest services app.  The iRiS F&B Suite is a world-leading multi-lingual, digital menu, sommelier and bar application .

* More than 300 hotels and restaurants use iRiS apps.

* Luxury hotel group, Kempinski Hotels has selected iRiS Software as a key guest services technology provider and is installing iRiS applications across its worldwide network. iRiS works with other major hotel brands including: Mandarin Oriental, Orient Express, Starwood, Hilton, Accor, Swire, as well as with a number of independents

* iRiS has representation across every continent with major offices in UK, USA and Asia . Countries with iRiS installations include: USA, Canada, UK, France, Germany, Austria, Hungary, Mauritius, Switzerland, China, Hong Kong, Thailand, Singapore, Malaysia, Russia, the UAE, India, Kenya, Malta, Turkey, Qatar and Australia.

* iRiS won the 2012 Travolution Technological Innovation Award for its market-leading iRiS Valet application that allows guests to view hotel facilities and book services at the touch of a button. iRiS has won 'Most Innovative Hospitality Technology of 2013' Runner-Up at the HTNG Awards 2014.

For further information visit: http://www.irisapps.com


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For more information, please email laura.barnes@irisvalet.com

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Software Advice helps buyers choose the right software. As a trusted resource, our website offers detailed reviews, comparisons and research to assist organizations in finding products that best fit their current and future needs.

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