Understanding the Challenges of Hotel Booking
In today’s digital age, hotel booking sites offer a wide range of features such as guest ratings, 3D room tours, and filters that let you sort properties by neighborhood, pet-friendliness, and more. Despite these tools, many travelers still find the process of booking a pleasant stay to be frustrating and even nightmarish. In fact, some hotels have seen a decline in guest satisfaction. Why is this happening?
Many people struggle to find hotels they truly like. While ratings and reviews are supposed to help, they often don’t provide much useful information. Platforms like Booking.com, Expedia.com, and Hotels.com use confusing star-scoring systems, and many reviews seem to come from inexperienced users who are easily impressed. Additionally, artificial intelligence generates a significant number of fake reviews, further complicating the decision-making process.
The Influence of Social Media and Influencers
Another factor contributing to the confusion is the role of social media. Hotel websites are filled with glamorous photos that make small guest rooms look like luxurious mansions. Travel TikTokers and Instagrammers create visually appealing content, but they often receive payment or free stays in exchange for their posts. This can lead to biased reviews that highlight only the positives, without showing the less desirable aspects of a hotel.
Annie Fitzsimmons, author of “100 Hotels of a Lifetime,” points out that influencers typically focus on the positive side of a property. “They don’t want to show you the bad part of a hotel; it’s more about ‘look where I am,’” she says. This lack of transparency can leave travelers unprepared for the reality of their stay.
Real-Life Experiences and Disappointments
For every positive experience, there are often several negative ones. Recently, I stayed in a chain motel with a broken elevator, which was particularly inconvenient for my 80-something in-laws. Another time, I booked a historic B&B for a girlfriends’ weekend that had great online reviews, but in reality, the rooms were dusty, the mattresses saggy, and the dolls looked worn out.
These experiences highlight the importance of being cautious when relying solely on online reviews and images. It’s essential to dig deeper and look beyond the surface-level information provided.
Tips for Finding a Great Hotel Stay
So, how can you ensure a great room at a fair price in this confusing landscape? Here are some practical tips:
Take Hotel Reviews with a Grain of Salt
When reading online reviews, compare those with five-star scores to those with one- and two-star ratings. Look for middling reviews to get a balanced perspective. Pay attention to comments about amenities that matter to you. If you’re a light sleeper, check for complaints about noise from nearby highways or nightclubs. If a swimming pool is important for your kids, see if reviewers mention its size, cleanliness, or whether it’s open.
Jeremy Wells, a strategist at hospitality branding firm Longitude, advises, “Dig into reviews.” Negative comments might be about something that doesn’t matter to you, like someone who gives a bad review because the hotel doesn’t allow pets, but you don’t have a pet.
A red flag could be multiple negative comments about the same issue, such as uncomfortable beds or strange staff behavior. On the other hand, positive signs include hotel management that responds constructively to both complaints and praise.
Read the Fine Print and Scrutinize Photos
Before booking, scrutinize the hotel’s website and photos. Don’t assume a room has basic amenities like a hair dryer or coffee maker unless it’s explicitly stated. Look at photos of the specific room class you plan to book, not just the fancy presidential suite.
Look for a True Hotel Critic
Beware of glowing social media posts and booking site reviews. Many people, including journalists, may create content because they’ve received a free stay or want to turn their vacation into a stylish episode. Even some reputable magazines and websites primarily report on new hotels rather than providing honest critiques.
Some sources still do honest, critical reviews by experienced journalists who stay overnight anonymously and then share their findings. Look for publications like The Telegraph, Rick Steves, Frommer’s, or The Michelin Guide.
Map It Out Before Booking
Location is often the most important factor for travelers. Booking sites allow you to filter properties by neighborhood or indicate how far a hotel is from public transit. Check what else is nearby to avoid ending up with a view of something undesirable, like a busy highway or a cemetery.
Book Directly with the Hotel
Research shows that most travel-booking sites and hotel websites offer identical prices. This is because third-party booking sites are often owned by conglomerates like Expedia or Booking Holdings, which require them to post the same prices as the hotels across all platforms.
If the rates are the same, consider booking directly with the hotel. You might get a better room or a free upgrade, and if issues arise, you won’t have to deal with a third party for cancellations or refunds.
Don’t Be Trapped by Brand Loyalty
Hotel chains often try to build brand loyalty through consistent branding, promising the same comfort and welcome from one location to another. However, many “name brand” properties are franchises that can vary widely in quality. Sarah Stodola, author of the travel Substack “Flung” and the book “The Last Resort,” warns that the quality isn’t always consistent. She recently had a terrible experience at a well-known chain hotel in Fiji, where everything was dirty and falling apart.
Find Your Tribe
Consider special-interest hotel consortiums that cater to specific tastes. These organizations have specific requirements, such as vintage properties (Historic Hotels of America), eco-friendly stays (Beyond Green), or high-style spaces (Design Hotels).
Use a Travel Agent
A travel agent can help you find a nicer room at a reasonable price, especially at high-end properties. Since agents are paid commission by hotels, their services are usually free. Annie Fitzsimmons recommends using an advisor, saying, “I never would book a five-star hotel without an advisor. Even if you’re in the smallest room, you’ll probably get an upgrade.”
Checkbook.org is a nonprofit organization that helps consumers find good service and low prices. It provides unbiased ratings, advice, and price information. Supported by consumers, Checkbook takes no money from the service providers it evaluates.
