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Cleanliness Key to Retention, Research Reveals

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Cleanliness Key to Retention, Research Reveals

Cleanliness Key to Retention, Research Reveals
February 10
09:36 2016

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New research suggests that cleanliness routinely comes top in guests’ feedback about hotels and guesthouses.

P&G Professional, the away-from-home cleaning arm of Procter & Gamble, has teamed up with hotel search website trivago to help determine the impact that cleanliness has on a guest’s willingness to review positively and, in turn, to recommend a given establishment.

Likewise, results from trivago’s Quality Test – a mystery guest programme in which real guests receive a cash incentive for filling in a questionnaire regarding their stay – shows that 78% of guests expect an above average level of cleanliness, and that if they rate a hotel as clean, they are more likely to give the hotel a high rating overall.

So, while it is commonly understood that good online ratings boost the number of stays, the combined data clearly suggests that cleanliness is a crucial factor in securing positive recommendations and reviews.

The research also shows that an increase of 1 star rating in cleanliness is likely to increase the overall rating by up to one star. From a revenue perspective, if a hotel increases its review scores by one star on a total rating of five, the establishment could increase its price by over 11% and still maintain the same occupancy or market share.

Commenting on the findings, Denise Bartlett, UK Public Relations Manager at trivago, said: ‘We believe a hotel’s reputation should be based on the hotel’s strengths, and as feedback from our quality test has demonstrated, the cleanliness of a hotel plays a key factor in guest retention and can have a positive impact a hotel’s reputation.

‘With data from recent research indicating that over 60% of customers read online reviews before making e-commerce purchasing decisions, it’s likely that the very first impression a prospective guest has of a hotel is the opinion of a previous guest.

‘Consequently, a strong online presence is key in this industry, which is why we  support the Top Rated campaign and hope hoteliers from around the world will welcome these findings.’

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Catering Scotland

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