The influence of online reviews for hotels and other tourism businesses on the purchase decision has been accepted for some time, good and bad.

‘The Feedback Economy’ study from Barclays outlines how the UK hospitality sector could benefit financially from being responsive to the rising use of feedback sites by consumers, potentially worth an additional £3.2bn to the economy.

The report shows 59% of consumers make decisions based on online feedback, and that 57% of businesses can correlate online feedback with more business.

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