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Online ratings and reviews, the customer power?

Léna Ansari
May 27, 2019 10:30:23 AM

No sector seems to be escaping the phenomenon of online customer reviews anymore. According to a recent study, more than 8 out of 10 consumers consult the reviews of other consumers before deciding to buy a product or service. The success of a hotel establishment increasingly depends on these ratings and reviews.

How online notices have dethroned advertising?

Today, 93% of hotel guests use the Internet to consult reviews, compare prices and hotel rooms. Why? Because advertising no longer has the same persuasive power and since recommendation is now king, consumers rely on the reviews of their peers much more reliable, a priori, than brand promises. This is reported in a very recent study by Expedia. This new habit is an integral part of the shopping experience, and hoteliers are aware that power is in the hands of their customers. Today, the success or failure of a hotel depends as much on these reviews as on the service itself.

Booking platforms: triggering effect!

A very large majority of hotel offer is referenced by Booking, an essential platform to optimize the filling of its hotel. The millions addresses referenced there must therefore compete in ingenuity to stand out from the crowd and offer an unforgettable experience based on all the criteria rated.

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WiFi at the heart of hotel ratings

Among these criteria, WiFi is the subject of a separate rating, in the same way as cleanliness, comfort or breakfast. And for good reason, according to a survey conducted by the Hotels.com platform, free WiFi is at the top of the list of essential criteria when choosing a hotel. Hoteliers know this, so it is essential to offer a quality WiFi connection!

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New commitments on customer satisfaction

Wifirst as a WiFi operator and partner of many hotels is at the forefront of these evolutions. We observe that ratings, in particular WiFi ratings, have become crucial, to such an extent that some hotel customers ask us to contractually commit to the progress of their WiFi rating! Until then we used to commit ourselves to debit or GTR (Guarantee of Recovery Time), rational and technical criteria... but finally, the hotelier, legitimately, said to himself: "What is the point of these commitments if the customer is not satisfied in the end?" We are therefore entering a whole new paradigm in line with the leitmotiv of the decade : "being customer-oriented". Whatever the means implemented, the result must be there, the customers must be satisfied and even very satisfied!

If you also want to increase your hotel's WiFi rating, the Wifirst solution has proven its effectiveness since a hotel equipped with Wifirst earns on average 0.5 points per year on its WiFi Booking rating!

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