We live in a world of complete transparency online. With the vast proliferation of consumer online rating sites like Yelp and others, anyone can share their true feeling about a brand experience, which can be both good and bad.
In the hospitality sector, gaining positive online reviews can actually drive more bookings than even location or price. According to a study from Cornell University’s Center for Hospitality Research (CHR), a hotel’s online reputation directly affects its occupancy levels and RevPAR (revenue per available room).
On the negative side, bad online ratings – especially those based on a hotel’s cleanliness or issues with foul odors – can have an adverse impact on the bottom-line.
According to the European Cleaning Journal, a new study from travel site Trivago indicates that clean hotels garner more positive online reviews. The study also revealed 61 percent of customers read online reviews, which indicates that a positive or negative review has the power to make or break a traveler’s decision of whether or not to book at a certain hotel.
In addition, the study found that 78 percent of hotel guests expect an “above average” level of cleanliness – reinforcing the overall importance of keeping a hotel clean and odor-free.
“We believe a hotel’s reputation should be based on qualitative and extensive data about the hotel’s best strengths,” said Denise Bartlett, UK PR Manager at Trivago, in the article. “As feedback from our Quality Test showed, the cleanliness of a hotel plays a key factor in guests’ retention and can positively impact a hotel’s online reputation.”
With odor being a key factor in influencing guests’ online reviews, the right odor mitigation solutions are now more critical than ever. Fortunately, there are eco-friendly solutions that help to completely eliminate any foul odors.
These types of green odor management solutions are proven to be more effective than the chemical-based solutions that many hotels were once so reliant on, for lack of a safer option.
It is clear that smell is very innately tied to the perception of cleanliness. With the right odor management strategies, hotels can improve their brands and drive more repeat business.