L2 released this week an Insight Report on Reviews for Prestige Hotels. The report finds that placing reviews on a brand site can lead to more direct bookings and revenue, but responding to negative reviews in a timely matter is crucial as well. The ideal time for responding to a negative review (on brand site or on an OTA) is two days, but MGM is the only brand in the Digital IQ Index: Prestige Hotels that maintains that average response time. Most brands take on average six days to respond to a negative review on TripAdvisor.
Furthermore, brands respond to an insufficient number. The graph below does not show any brand responding to more than 80% of negative reviews. Wyndham, Millennium, and Dream Hotels are worst offenders, who have a high rate of negative reviews (25% to 35%) and respond to less than half.