What is it about?
This paper examines how online reviews in a year predict online bookings in the next year on Expedia, Agoda and Hotels.com. It further uncovers how the predictive power varies across luxury, budget and mid-scale hotels.
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Why is it important?
The paper granularly teases out the role played by review ratings, review titles and review descriptions. Each of these three parts of online reviews predicted online bookings differently. Several new findings emerged.
Perspectives
For budget hotels, an increase in the use of positive words in review titles corresponded with a fall in online bookings. Personally, this finding intrigued me. Perhaps, when people come across positive words such as "fantastic" and "amazing" in review titles for budget hotels, they think that such reviews are too good to be true. Future research needs to empirically verify this possibility.
Dr Snehasish Banerjee
University of York
Read the Original
This page is a summary of: How Online Reviews in a Year Predict Online Sales in the Next on Expedia.com + Agoda.com + Hotels.com? A Panel Study of Hotels, March 2019, Institute of Electrical & Electronics Engineers (IEEE),
DOI: 10.1109/infoman.2019.8714708.
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