A new study from Cornell University suggests that hotel guests appreciate substantive responses to negative reviews, but operators should go easy on review responses. The study found that revenue levels increase as the number of management responses increases, but only to a point. After about a 40-percent response rate, hotels seem to reach a point of diminishing returns. A full description of the study, “Hotel Performance Impact of Socially Engaging with Consumers,” by Chris Anderson and Saram Han, is available at no charge from the Cornell Center for Hospitality Research. Anderson is an associate professor at the Cornell School Hotel Administration, where Han is a doctoral student.
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