The Impact of Reviews on Hotel Prices, Customer Decisions, and Product Experience

This eBook unpacks the growing influence of online reviews in the hospitality industry, revealing how guest feedback directly shapes pricing, customer perception, and operational strategies. It explores how reviews affect booking behavior, with studies showing that a one-star increase in rating can raise prices by up to 11.2%. Psychological principles like social proof, confirmation bias, and emotional empathy are shown to play a critical role in how travelers interpret and act on reviews. The eBook also categorizes consumer behavior across different purchasing contexts-from personal to corporate-and explains how reviews help reduce perceived risk. With case studies on platforms like TripAdvisor, Booking.com, and Google Reviews, this guide offers actionable insights into review-driven revenue strategies for hotel operators and marketers.