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Hotel Reviews Encourage Online Bookings

Following Active Hotels’ launch of hotel reviews 15 months ago, customer opinions are proving to be a hit with consumers who can access the latest up-to-date advice and information left by previous guests.

Recent analysis of hotel reviews (received from 1st June - 31st July 2005), showed a shift towards an increasing number of reviews left by an older clientele. Versus the same period last year, there has been a 67.5% increase in mature couples submitting reviews, well ahead of young couples, business travellers, families etc. This result seems to confirm a growing trend of older customers booking online who feel more comfortable using the internet for researching and reserving hotel accommodation. In particular, the reviews on Active Hotels help to determine whether the destination and hotel are suitable for them.

Mature Couples from France topped the table, accounting for 30% of all reviews received from France, followed closely by mature couples from the US accounting for 27% of US reviews, and Mature Couples from the UK accounting for 26% of UK reviews.

Mature Couples from Germany accounted for 19% of total reviews received for Germany, whilst Mature Couples from Spain and Italy came in at the bottom of the table, accounting for 11% and 15% respectively, of total reviews received from these countries.

Luke Errington, Active Hotels Consumer Team Manager stated: “These results are extremely encouraging and clearly reflect a growing confidence amongst older customers booking online. Our hotel reviews provide impartial opinions thus reassuring customers and helping them to make the right choice that best suits their needs. In this way, customers are better informed without having to rely purely on promotional material prepared by the hotels.”


Active Hotels’ reviews consist uniquely of opinions expressed by guests that have booked and stayed at a hotel. The reviews are posted within a week of the guest’s departure and are published as submitted (unless removed for offensive language).  Users are able to relate to the viewpoints given as the customer profiles are clearly displayed e.g. solo business traveller, mature couple, same sex couple. The information is therefore unique, relevant and up-to-date, helping potential customers to make suitable choices.