Change in the lifespan of reviews at booking.com
The American giant’s distribution site has just announced a change in the way it manages the opinions it collects from establishment customers by keeping them for three years instead of two previously. A change mainly motivated by the covid-19 crisis which brought world tourism to a standstill for many months. An attempt to post higher numbers?
The American giant booking has just announced a change in the way it manages the opinions it collects from customers of establishments. The site thinks that following the health crisis linked to the coronavirus that we have just gone through, the volume of reviews will decrease and that therefore the establishments will suffer. booking even announces that “to ensure that you are not adversely affected by the reduced number of guest reviews, booking.com will gradually extend the validity of your existing reviews to 3 years instead of 2 years“.
The lifespan of reviews on booking is therefore extended by one year immediately. For example, reviews that were due to expire on July 31, 2020, and therefore were submitted on July 31, 2018, will remain live and count in the algorithm, until July 31, 2021.
booking does not specify whether this measure is temporary or whether it is permanent. But the site assures us: this measure is made in the interest of the establishments, the comments must continue to bring added value to the establishments.
Note that at Tripadvisor, reviews have no lifespan and that a review submitted will remain alive on the platform, unless the manager requests a reset for a change of ownership or major renovations. Read an article in click here.
Tripadvisor, by the absence of a lifetime of comments, therefore announces a much larger volume of opinions than booking. We can also see this novelty as an attempt by booking to display even more reviews.
This measure should have the effect of anchoring institutions even more to their average. Indeed, by adding elements to a statistical sequence, the average becomes less sensitive to variations. It will therefore be more complicated to go up in the searches following a bad rating and, conversely, to drop following a bad rating. Adding a year of life is adding 30% of marks in the calculation of the average.