Booking.com reviews – how is the average rating calculated?
Booking.com reviews are a powerful tool that plays an important role in the hospitality industry. Previously we discussed Google reviews. In this article, we will describe briefly how Booking.com works and how to take care of the preservation of your facility on this portal.
1) How does it work?
Firstly it is fundamental to understand how the facilities are positioned on Booking.com. The most important factor according to which the order of properties is displayed is the expected profit from a facility. Certainly, the factor is influenced by several components.
- The number of reservations
- An average selling price
- Commission amount
- Conversion rate
- An average hotel rating
- An average cancellation rate.
In regards to commission amount, Booking.com usually takes 10-25% of the reservation amount. It depends on the property type and location. However, it is not worth relying only on high commission to boost your listing position. The most recommended method is to take care of each of the elements listed above. It usually gives you the most satisfactory results.
Read further to learn about the the conversion rate and average hotel rating.
2) How to prepare a presentation of the property on Booking.com?
When posting your facility on Booking.com, it is essential to pay attention to an appropriate and appealing presentation. Conversion factor which is one of the important elements in the positioning on Booking.com, depends directly on that. Booking.com edits all descriptions and texts you provide to them to look as interesting as possible. However, Booking.com does not interfere with photographs. We highly recommend you to hire a professional photographer!
Valuable tip – when browsing offers on Booking.com, guests pay the most attention to … bathroom photos. Make sure you present it in the best possible way!
3) How Booking com reviews are calculated and are they visible to everyone?
Until recently, Booking.com used a different mechanism for posting user reviews. Guests could choose a rating on a scale from 0 to 10 in various categories (location, cleanliness, comfort, value for money, amenities, staff). By combining ratings from these categories, the system calculated an average overall rating for the property. This is the past now!
Research carried out by Booking.com has shown that the former method could have been non-objective. From now on, guests can pick their overall rating of the stay. Please note that Booking.com still displays ratings for all categories – they are simply not included in the overall rating of the property.
The portal has also resigned from presenting user ratings in the form of smiling faces (emoticons). Instead, we are provided with a more readable and reliable scale from 1 to 10.
These changes may seem minor but it is another step towards providing hoteliers with the most factual data possible.
4) How Booking com reviews affect shopping decisions?
Above all, a well-prepared offer on the Booking.com portal and high opinions from satisfied customers directly convert into purchasing decisions. According to Spiegel Research center, nearly 95% of customers read online reviews before making a purchase. Booking.com is a portal that in the hotel industry is one of the most important places for sharing reviews from customers.
Seeing how well-known and recognizable Booking.com is, for sure it is worth investing in the promotion on this portal. However, do not limit your activities only to this. In the next part of this series of articles, we will discuss other popular booking portals and their strength in making purchase decisions. Therefore we invite you to follow us on a regular basis!
Do you want to improve the effectivness of your everyday work?
We have adapted the KWHotel software to meet the expectations of hoteliers. Therefore we offer direct synchronization of our software with Booking.com.