Rating analysts ReviewPro say that hotels need to look beyond star rating systems if they want to improve their standing and keep clients.
“A user could leave a five out of five rating, but in the comment say that the Wi-Fi was bad,” ReviewPro sales director Neil Halliday, said at the ITB Convention in Berlin.
“If this is a trend across multiple reviews, it could hurt the hotel’s reputation more than a lower star rating.”
To reach top ratings, Halliday stresses that hotels need to maintain impeccable service.
“A common thread amongst good reviews is outstanding service,” he said. “It can make up for a smaller room size and poorer facilities.”
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