Whether our stay has been awesome or horrible,
many of us leave online reviews
about our hotel stays.
Hotel companies realize that others read these reviews
and actually alter their ad strategies
based on ratings.
Research suggests that hotels use good reviews
as a replacement for advertising.
On average, chain hotels pay
7% less for ads
per every extra half-star they receive, and–
independent hotels pay
Also worth noting,
Independent hotels respond to ratings,
yet, most chains do not.
“This suggests to us
that having a strong well-known brand
continues to provide some immunity to reviews,”
the study reports.