The Objective

Accor, a world-leading hospitality group, engaged OnePoll to explore the significance of hotel reviews and reputation among consumers in key European markets. Commissioned by the Guest Experience Team for Europe and North Africa, the primary objective of this research was to comprehensively understand how guest reviews impact hotel business performance, quantify their influence, and educate teams on the value of reputation. The findings from the hotel reviews and reputation research will also be featured in a whitepaper aimed at educating the industry.

The Research

OnePoll collaborated with Accor, using their brief to design a questionnaire which was deployed in the UK, France, Spain, Germany, and Poland, with 1,000 adults interviewed per market who have stayed at a hotel / resort in the past 12 months and book themselves. The hotel reviews and reputation research was carried out in December 2023, using an online quantitative method. Results were broken down on the basis of age / gender / region / frequency of hotel stay / loyalty scheme membership / country. ​

The Result

From the results, reviews from other customers are clearly important to respondents. Across all markets, 97% of respondents say they read guest reviews at least some of the time, with 38% doing so every time they book. 57% even regularly write reviews themselves. According to the study, guest reviews and ratings are the second most important factor in booking decisions, ranking just behind rooms and amenities, but surpassing criteria such as food and dining options, WiFi/internet connection, and health and hygiene standards.

OnePoll delivered both individual data tables for each market, as well as merged data tables with all markets together to Accor. OnePoll’s sister agency Oath studio took the research data and used it to create an infographic and whitepaper used to educate internal teams, as well as for external PR purposes.

Hotel Reviews and Reputation Report

 

Click on the above image to view the whitepaper

The industry press release can be viewed at Hotel News

View more of our hospitality industry case studies and news coverage.

"OnePoll delivered actionable insights on the significance of hotel reviews, which have been instrumental in educating our teams on the importance of reputation and forming the foundation for more in-depth business cases. Their efficient and professional collaboration made the entire process incredibly smooth and highly productive. The whitepaper they created is a great resource for both internal education and external use".