Firstly, the more positive reviews about a company, hotel, or restaurant, the greater the chance that in the future another customer/guest will decide to use their offer. Companies that can boast numerous references and positive comments are perceived as trustworthy and professional in what they do.
Surveys conducted among hotel guests, asking what influenced their choice of this particular hotel over another, revealed that, after location, the most common answer was recommendations from friends and opinions on TripAdvisor.
Collecting reviews allows a company to establish credibility in the eyes of customers/guests and helps to show its position in the market. The most popular site among travellers, TripAdvisor, shapes a hotel's position in a city based on the number of reviews written by guests.
First of all, reviews appearing online are of great PR value to the company, but they also provide an excellent source of knowledge not only for potential future customers/guests but also for ourselves. They inform us how we are perceived by others. What we are doing well and what we should improve. They should be a source of motivation for further development and improvement of our services.
Reviews and feedback not only shape the image of a company and influence sales, but also allow owners/managers to better understand customer needs. So, the answer to the question posed at the beginning of the article, whether online reviews are needed, is only one: YES, they are needed and in today's times, they are a requirement.
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