Research from TripAdvisor shows that 93 percent of people now use internet reviews to help decide which hotel to stay at, and more than half will refuse to book a hotel that does not have any reviews online. This research highlights their modern day importance and shows why hotels need to manage their reputation carefully. With both negative reviews and an absence of reviews hurting your potential customer base, it is essential that you try to build a steady base of positive reviews across the different hotel review platforms. The concept of revenue management revolves around selling the right room, to the right client, at the right time, for the right price, via the right distribution channel. It stands to reason, therefore, that positive online reviews can have a favorable impact upon your revenue management strategy by increasing the demand for your rooms, leading to higher revenues. In addition, research also shows that guests are willing to pay a higher price for hotels with outstanding customer feedback. Get the full story at RateGain