UCLA Anderson School of Management: That Online Hotel Review You Wrote? It Matters

UCLA Anderson School of Management: That Online Hotel Review You Wrote? It Matters. “Research by UCLA Anderson’s Brett Hollenbeck, University of Toronto’s Sridhar Moorthy and University of Southern California’s Davide Proserpio suggests that hotels with favorable overall consumer reviews have been able to treat those ratings as a substitute for advertising: They have notably reduced ad spending as their online quality ratings have risen. By contrast, hotels with relatively poor online reviews have had to use ad spending to substitute for their lack of strong consumer recommendations, according to the paper, forthcoming in Marketing Science.”