Hotel Classification System and Online Review

Hotel classification
system and online review

Table of Contents
INTRODUCTION...........................................................................................................................3
Title and abstract....................................................................................................................3
How customer review sites can protect against fake hotel customer reviews........................4
Rationale of the study.............................................................................................................5
Literature review .............................................................................................................................5
Online reviews are beneficial for hotels.................................................................................5
Why online hotel reviews are important for an organisation.................................................6
Negative impact of online review on company's business operations and functions.............7
The Impact of Online Reviews on Customers’ Buying Decisions.........................................9
Identify the impact of online ratings on brand perception and awareness...........................10
Critical review and analysis..................................................................................................11
Conclusion.....................................................................................................................................12
REFERENCES .............................................................................................................................13

INTRODUCTION
Hotel classification system is defined as the recurrence of criteria in 4 star or 5 star
Hotels. This identifies a common criteria among these hotels that provides valuable insights for
destinations that has a purpose for revising existing or establishing new hotel classification
system. The benchmarking international accommodation standards are helpful for destinations to
establish hotel classification system that is more relevant and useful for consumers (Hollenbeck,
Moorthy, and Proserpio, 2019.). In the following report, there is a discussion that is based on
critical review of customer of Marriott. This report will provide information of rationale of this
topic, literature review, critical analysis of the most important issue faced from food provided to
customers in JW Marriott International. This is an American organisation that provides services
across the world. This is a diversified hospitality company that manages and franchises broad
portfolio of hotel and lodging services.
Title and abstract
The title for this report is classification of hotels and this classification system is widely
used in the accommodation sector for the means of providing an indicator to both customers and
intermediaries on the standard to be found at individual establishments. Hotel classification can
give marketing platform for individual hotels and for the destinations that are going to promote
quality of their services and offerings. The presence of multiple systems worldwide is a
challenge. The classification system can be divided into factors that evaluate objective criteria
and that evaluates both subjective and objective criteria (Baker, 2016). This title is used for
managing the feedback given by customers. The rating of hotel describes quality of service that
is offered by the company (Warner, and Hewett, 2017). The title of the report includes – how an
online review of customer can be true or false. This is so because it is one of the major factor
which impact on the restaurant reputations because visitor check rating before coming to the
restaurant or hotel or visitors also decide their hotel according to the rating. But it is true that
rating of the restaurant which is showed on any application or website is calculated on the
aggregate basis that sometime affect reputation of hotel. Along with this companies or restaurant
sometime also paid for positive review which will also consider as misleading practices. So in
respective report analysis will be done that online reviews of customers are effective or
ineffective.

How customer review sites can protect against fake hotel customer reviews
Customer review is considered as a review which is provided by a customer on a
particular products and services, that he/ she purchased, experienced as well as used. This is also
consider as customers feedback that can be provided on electronic commerce as well as online
shopping sites. Moreover, customer review of a customers plays an essential role in impacting
others decision. Such as if a person see positive review and five stars rating of a hotel, then they
definitely visit that place whereas if a hotel having minimum stars but have quality food and
service, customer avoid to visit or they ask others before visit that hotel. This shows how a rating
as well as review of others highly impact on a person's decision. According to a research, it is
concluded that around 20% of online hotel customer reviews can be fake and unreliable (Dens,
De Pelsmacker, and Purnawirawan, 2015). It is so because there are many companies who paid
peoples for posting good comments or reviews on firm's website and various application at
which firm is registered. Respective types of practices are generally done in hotel and restaurant
industry because in this sectors people consider rating before visiting place. In addition to this
rating of restaurant can be analyse through its star rating one star shows hotel services and
products are not good as well as customer is not happy. Two star mean offering are not good but
it is good from bad. Three star relate with moderate review i.e. service is much good but it is not
that much of bad. Whereas four star show services and products are effective and five star mean
offering are excellent as well as customers is happy with it. This research created a source of
anxiety for different hoteliers because online reviews are very important as different luxury
customers rely on these feedbacks. There are 93% of travellers according to which online
reviews impact the decision making of the customers. According to another study, it is concluded