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Word of Mouth still King in Hospitality

06-06-2015 Ryan Doherty General

A recent survey carried out by HospitalityGEM found that 80 per cent of people feel that word of mouth represents the main influence on where they would choose to eat which is four times more than social media.

The survey also claims that consumers are twice as likely to eat at a restaurant or bar if the establishment has been recommended to them by friends or family.

The survey’s results whilst not startling begs the question, do we as consumers or business owners trust the results enough to stop obsessing over popular review websites such as TripAdvsior?

Why spend hours constantly scrolling and reading through reviews of restaurants when your time would be better off spent contacting friends and family for a personal review via word of mouth, one which according to the survey will have a far greater influence on your decision making.

In the pre-internet days consumers didn’t have the option of connecting to the Internet to read up on reviews of restaurants, search for discount codes or print off driving directions to the required destination.

The pre-internet days relied very heavily on word of mouth as a way of gathering information on which establishment to eat at or how to get there and judging by the results of the survey carried out by HospitalityGEM, word-of-mouth has stood the test of time.

The results from the survey should be used to reinforce what I’m sure successful restaurant owners already know – customer service is key and word-of-mouth is still a hugely important factor when carving out a successful restaurant with a reputation to match.

For consumers who need that extra bit of reassurance before visiting a restaurant for the first time the results of the survey are quite clear. Rather than logging on to check reviews or read comments the first port of call should be to connect with family or friends for a personal recommendation as this will have the greater influence on the decision making process.

Word-of-mouth has stood the test of time within the hospitality sector and according to the results of the survey carried out by HospitalityGEM it’s still the most important review that we as consumers crave.

For more info please check out Word-of-mouth still drives hospitality industry by Liam Garrahan on the Big Hospitality website.

For more info on surveys regarding the hospitality sector please visit HospitalityGEM

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