We compiled a list with interesting trends around user-written hotel reviews on travel websites & apps. While there’re overall no revolutionary changes, we can see a lot of incremental improvements and experimentation. Check out our top 8:
#1 Reviews everywhere
Reviews are a must-have for any site or app trying to sell hotel rooms. Descriptions and hotel stars simply cannot relay the same level of trust.
#2 More details about review & reviewer
The context in which the review is created plays a more important role.
#3 Less ratings
Many sites have reduced the number of different ratings to just the essential ones.
#4 Photos & videos are still not happening
It seems that OTAs (online travel agencies) are still not comfortable with users publishing their own videos or photos.
#5 Auto-summarization of reviews
Reviews are essential, but not easy to get for OTAs. Auto-generated summaries of reviews from other sites can help to fill the need for content. By the way, do you know the Olery Review Summaries?
#6 Analyzing what people write about
Natural Language Processing technology is finally catching up. These advances will make it easier to understand high volumes of content and will drive personalization.
#7 Proactive review management
More and more hotels take matters into their own hands and encourage guests to write reviews.
#8 Questions as complementary
Q&A functionality will allow users to ask the hotel staff or past guests specific questions about the hotel.