Customer Reviews Shape Hospitality Brand Success. How Do You Turn Reviews Into Revenue?
Customer reviews have become a primary driver of hotel booking decisions, placing reputation management at the center of hospitality revenue strategy. Hotels that actively monitor, respond to, and leverage guest feedback can convert online sentiment into measurable business growth. The article explores how hospitality brands can systematically turn review data into actionable revenue opportunities.
This story was produced through MarketScale. See how Hospitality teams put it to work with Executive Thought Leadership.
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Key takeaways
Most hotel guests weigh online reviews as heavily as physical amenities when choosing where to book.
Proactive reputation management—including timely responses to both positive and negative reviews—directly influences booking conversion rates.
Hospitality brands can use review insights to identify service gaps, improve guest experience, and strengthen brand loyalty.
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Due to digital footprints becoming as significant as physical presence, nowadays customer reviews have become a cornerstone in the hospitality industry’s strategy to attract and retain guests. A recent ACOR study highlighted this trend, revealing that 97 percent of hotel guests consider other customer reviews before booking, making it nearly as crucial as the hotel’s amenities and room quality. This glaring statistic underscores just how crucial the role of customer feedback is in influencing potential customers’ decisions.
97 percent of hotel guests consider other customer reviews before booking, making it nearly as crucial as the hotel’s amenities and room quality.
How are customer reviews redefining competitive strategies and customer experience in the hospitality sector?
Welcome to a new segment of an “Experts Talk" hospitality roundtable discussion hosted by Daniel Litwin, the Voice of B2B. In this episode Litwin examined the notable impact of customer reviews on the hospitality industry. Joining the conversation on the subject were industry experts Brett Townsend, SVP of Strategy at Quester, Rachel Lubin, CEO of Roda, Dr. Diego Bufquin, Professor of Practice and Director of Hospitality Certificate at Tulane University, and Alberto Santana, CRO at Alliants. The experts shared various viewpoints and insights on how hospitality companies can leverage customer feedback to enhance brand reputation and drive business success.
Key Points
- Methods to create enriching customer experiences that naturally encourage positive reviews.
- The strategies for effectively managing and recovering from adverse customer reviews.
- Exploring how customer reviews can serve as a metric for success and a catalyst for marketing strategies.
About the Experts
- Brett Townsend: Brett Townsend is the SVP of Strategy at Quester and has extensive experience in consumer insights and strategy, having previously held leadership roles at Insights Association, Lowe’s Companies, Electrolux, and PepsiCo. Throughout his career, he has driven significant business results through brand building, product innovation, and strategic planning, including leading the rebuild of Frigidaire and Electrolux brands, and launching successful products at PepsiCo. Brett co-authored “Insights on the Brink,” which addresses the state of the consumer insights industry and provides strategies for revitalizing market research and analytics.
- Rachel Lubin: Rachel Lubin is the CEO of Roda with extensive experience in e-commerce and real estate, specializing in customer experience, retention marketing, and business intelligence. Prior to Roda, she held leadership roles at Heyday, where she managed innovation, strategy, and supply chain functions, and co-founded The Lane, focusing on market development for young families. Rachel is a Cornell University graduate, recognized for her strategic thinking, team management, and executive leadership skills.
- Diego Bufquin, Ph.D.: Dr. Diego Bufquin is a Professor of Practice and Director of the Hospitality Certificate at Tulane University’s A.B. Freeman School of Business. He has extensive experience in the hospitality industry, having served in various roles such as Program Director for International Development at UCF Rosen College of Hospitality Management and Hotel Training & Revenue Manager at Bourbon Hotels & Resorts. Dr. Bufquin has also worked internationally, holding positions at prestigious establishments including The Ritz-Carlton in Barcelona and Hotel Marques de Riscal in Spain.
- Alberto Santana: Alberto Santana, Chief Revenue Officer at Alliants, has over 20 years of experience in hospitality technology, specializing in guest engagement, operational excellence, staff engagement, and sales & marketing. A native of Miami and travel enthusiast, he is passionate about leveraging AI and personalization to transform customer experiences and staff effectiveness. Previously, he held senior roles at Amadeus and Newmarket, where he led sales transformations and developed award-winning hospitality solutions.
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About the author
Daniel Litwin is a journalist of multiple disciplines focused on finding and telling engaging stories for B2B communities. He has interviewed executives from Fortune 500 companies including Honeywell, Microsoft, John Deere, and Chipotle, and leads editorial direction at MarketScale. Litwin hosts weekly shows and podcasts while helping develop new content approaches across the MarketScale platform. He holds a B.J. in Radio/Television Reporting/Anchoring and a B.A. in Spanish from the University of Missouri-Columbia.
