Online Review: A Challenge for the Hospitality Sector

The Hospitality sector is one of the key drivers in the Indian Service sector. By 2030, India is aiming to rank among world's top 5 business travel markets. Online review is the source of information about the performance of hospitality businesses which directly affects the evaluation for the businesses by the tourists. The purpose of this study is to analyse online reviews that are the major challenge for the hospitality sector. The goodwill and market value of the Hospitality sector is usually dependent on online ratings. This is because of emerging more and more alternatives and technology enhancement. The online booking websites and applications allow an individual to book and rate the required hospitality service. The paper emphasizes the increasing vogue of the online reviews for the Hospitality sector and its impact on consumer behaviour and the management. The study is an explanatory investigation and analyses articles on online reviews for the Hospitality sector. Various literatures were reviewed to meet the objectives of the study. The study revealed that the online reviews have a significant impact on the hospitality sector, especially on consumer behaviour as well as their level of satisfaction from the hospitality service. Furthermore, the study suggests the hospitality sector to provide quality services, discount vouchers and improve customer relationship to augment their market value and contribute towards the growth of the hospitality industry.