Why a hotel’s online rating directly affects its rates
By Jeremy Fain, founder of Restelys. Updated 17 October 2026. 2 sources cited.
Guests read reviews before booking, and studies show that a better rating lets a hotel charge more without losing bookings.
A study from Cornell’s hotel school found that a one-point improvement in a hotel’s reputation score, on a five-point scale, allowed it to raise rates by about 11% while keeping its occupancy.
Other work, covering thousands of hotels booked online, confirms the link between average rating, number of reviews and sales volume.
Bathroom details are among the things guests comment on. Pleasant care products, a clean holder and a well-designed bottle shape the impression left behind, and the review that follows.
Sources
- Anderson C.K. “The impact of social media on lodging performance”. Cornell Hospitality Report, 2012.
- Öğüt H., Onur Taş B.K. “The influence of internet customer reviews on the online sales and prices in hotel industry”. The Service Industries Journal, 2012.
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