Good News for Small Hotel Owners, 72% Rank Guest Ratings Above Brand

A survey of more than 900 consumers by the Expedia Group reports guest ratings carry more weight than brand value. For 72% of the respondent in the survey, the reviews and ratings of guests are more valuable. So much so, they say they are willing to pay more for hotels with a higher rating. As much as 35% more for a 4.4 rated hotel over one rated 3.9, and 24% more for a 3.9 rated hotel over a 3.4 rating. Small hotel owners who can’t compete with large brands in terms of sheer size can now do so with quality service. Abhijit Pal, Head of Research, Lodging Partner Services, Expedia Group, said as much in the press release.