The next step for the industry is taking those positive and negative reviews into account when setting rates. 
Molinari said Las Vegas Sands isn’t quite there yet but noticed software developers are innovating in the space…Davis said she has developed her own metrics and is taking ratings and reviews into account when determining her price positioning, although she admits her process is a bit subjective and does not rely on a specific algorithm, such as a software program might.
Online reviews increasingly are affecting booking decisions, although not all traveler segments behave the same way, according to research and various industry sources.
Multiple studies recently have highlighted the importance of guest reviews and ratings in the booking funnel.
A study conducted by TrustYou and Donna Quadri-Felitti, clinical associate professor at New York University’s Preston Robert Tisch Center for Hospitality and Tourism, concluded that guest reviews have a significant impact on hotel conversion rates as well as the rates that travelers are willing to pay. Given equal prices, travelers are 3.9 times more likely to choose a hotel with higher review scores, the study showed. And when hotel prices are increased for hotels with better review scores, travelers are more likely to book the hotel with the higher score despite the higher rate.
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