The future of hotel rating

Abstract

PurposeThe purpose of this paper is to provide an insight in the future of hotel rating. It reviews the impact of social media, technology that provides integration of data for the consumer and the hotels, and the way that rating bodies may respond to the changing environment on how hotels are selected and reviewed. Design/methodology/approachBy reviewing current trends, practices and technological possibilities, the impact of online reviews on conventional hotel rating systems is projected into the future. FindingsThe paper predicts a full integration of conventional rating systems with online guest reviews from the different guest review platforms leading to greater transparency for the consumer and better positioning opportunities for innovative hotels. It is further predicted that those conventional rating systems that do not seek integration and alignment will see a continued drop in hotel participation and will cease to exist. Originality/valueLittle research has been done on the relation between online guest reviews and conventional hotel rating systems. The paper presents new insights into how current and future trends influence the way in which consumers select hotels and how this influences the way that hotels are rated.