Hardly anyone uses online review sites to select a hotel
TripAdvisor and other online review sites may not be as influential as first thought, according to the results of a recent survey to find out how people select their hotels.
Just 2.9 percent of the 40,000 responders to the poll from Market Metrix named “Positive online review(s)” as a reason for selecting a particular hotel.
This was the third least important factor in choosing a hotel, according to the poll, which surveyed 40,000 American, European, and Asian travelers during 2012.
Even fewer (2.7 percent) named a hotel’s “Special amenities, facilities, or services” and a paltry 0.5 percent said a hotel’s “green program” was a deciding factor.
By far the most important aspect of a hotel was its location -- 30.2 percent named this as their key selection criterion.
This was followed by Price (15.7 percent) and Past Experience (11.9 percent).
Why do guests select a hotel?
Results from Market Metrix poll (percentage of responders)
Location -- 30.2
Price -- 15.7
Past experience -- 11.9
Someone else’s choice -- 7.5
Recommendation by friend or colleague -- 6.8
Reputation of hotel or brand -- 5.5
Special promotion -- 5.0
Convention or even location -- 4.0
Loyalty program points/rewards -- 3.8
Other -- 3.3
Positive online review(s) -- 2.9
Special amenities, facilities, or services -- 2.7
Hotel’s “green” program -- 0.5
Agree? What do you consider when selecting your hotel? Tell us in the comments