It may seem obvious, as the case for reviews on ecommerce sites is beyond doubt, but it seems hotels are reticent about this. Perhaps anxiety around TripAdvisor is partly to blame. There are enough cases of fake and malicious reviews to make many hoteliers think twice. However, as a recent study shows, reviews actually encourage people to spend more: - If prices are the same, users are 3.9 times more likely to choose a hotel with higher review scores. - When hotel prices are increased for those hotels with higher review scores, people are still likely to book. - The study found that 76% of customers were willing to pay more for a hotel with higher review scores. Get the full story at Econsultancy