One of the biggest concerns of the hotel sector is the reputation of establishments on the internet, online reputation. According to a study conducted by the School of Hotel Management at Cornell University, in the United States, a connection is established between online reputation and occupancy and income.
The study states that for every 1% improvement in internet reputation indexes, hotels improve their prices by 0.89% and their occupancy by 0.54%. In this way, revenue per room increases by 1.42%.
Cornell also states through its analysis that if a hotel earns a reputation point in the virtual agency Travelocity has the possibility of increasing the cost of stay by up to 11.2% without this increase negatively affecting demand.
According to the founder of the online marketing company Reknown, Daniel Edward Craig, the companies that first understood the dynamics and importance of having a good reputation on the internet and social networks were small and medium-sized hoteliers. The big brands were slower to react.
