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Hotel Managers: do you respond to negative reviews online?

posted 26 Dec 2013, 09:47 by C Byrne   [ updated 26 Oct 2015, 06:53 ]

The following data is from research (by IAB Europe in partnership with TNS Infratest and Google) in the United Kingdom / Ireland in 2012 (source is consumerbarometer.com):


  1. 77% of people purchase hotel stays online

  2. 84% do online research before purchasing hotel stays

  3. 60% do search engine research before purchasing hotel stays

  4. 4% do mobile phone research before purchasing hotel stays

The above data re-emphasises the importance of responding to all negative reviews on prominent sites such as Tripadvisor and Google Maps.

R.e. business travel specifically


  1. 5% used a mobile phone to do research

  2. 1% used a tablet to do research

  3. 1% did research offline only

  4. 13% did both

  5. 17% didn't do research

  6. 78% purchased business travel online

  7. 22% purchased business travel offline

  8. 68% did business travel research online only

  9. 1% did business travel research offline only

  10. 13% did both

  11. 17% didn't do research

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