The only official magazine of The Cleaning Show

Cleanliness key to 'top rated' online hotel reviews

Published 15th March, 2016 by Neil Nixon

Cleanliness key to 'top rated' online hotel reviews

P&G Professional, the away-from-home cleaning arm of Procter & Gamble, has teamed up with trivago, the world's largest hotel search site, to unravel the mystery behind online reviews and determine how much impact cleanliness actually has on a guest's willingness to positively review and recommend.

Data illustrates that 61% [1] of customers read online reviews before making e-commerce purchasing decision, which in practice means it's likely the very first impression a prospective guest has of a hotel is the opinion of a previous guest.

Additionally, results from trivago's Quality Test [2], a mystery guest programme in which real guests receive a cash incentive for filling in a detailed questionnaire regarding their stay, shows that 78% of guests expect an 'above average' level of cleanliness and that if they rate a hotel as clean, they are more likely to give the hotel a high rating overall [3].

So while it is commonly understood that good online ratings boost the number of stays, the combined data clearly outlines that cleanliness is a crucial factor in securing positive recommendations and reviews. In fact, P&G Professional's research shows that an increase of one star rating in cleanliness is likely to increase the overall rating by up to one star [4]. To put that in a revenue context, if a hospitality business increases its review scores by one star on a total rating of five stars, a hotel can increase its price by 11.2% and still maintain the same occupancy or market share [5].

Denise Bartlett, UK public relations manager at trivago, said: “trivago recognises strong online content as one of the most important features of a successful hotel search - which includes accurate, comprehensive, and unbiased reviews. We believe a hotel's reputation should be based on qualitative and extensive data about the hotel's best strengths. As feedback from our Quality Test showed, the cleanliness of a hotel plays a key factor in guests' retention and can positively impact a hotel's online reputation. A good online presence is key in this industry, which is why we support the Top Rated campaign and hope hoteliers from around the world will welcome these findings.”

www.pgpro.co.uk
www.trivago.co.uk/hotelmanager/qualitytest

[1] Data published by TrustPilot UK, 2015. Link to report: https://content.trustpilot.com/trustpowered/assets/img/Final-TrustPowereGuide.pdf
[2] Data was collected from trivago's Quality Test - results are taken from over 4000 questionnaires completed over the past two years.
[3] In the questionnaire, guests are asked to rate the hotel, amenities, services etc. There are five options: strongly below average, somewhat below average, average, somewhat above average, strongly above average. Higher rated hotels would fall in the top two categories.
[4] Data collected via online analysis of 5930 UK hotels, and more than 2.5 million online reviews. Research commissioned by P&G Professional and conducted by Reputami Data Services in November-December 2014.
[5] The Impact of Social Media in Lodging Performance, Chris Anderson Ph.D, Cornell Hospitality Report, November 2012. Link to the report: http://scholarship.sha.cornell.edu/chrpubs/5/

Article links

http://www.pgpro.co.uk