The Influence of Hotels' Online Reputation on the Millennials' Booking Behaviour

The following study analyses how millennial travellers book hotels online. Furthermore, if millennials are more likely to consider online reputation than other quality signals in their booking decisions and which personal factors have a significant relationship towards willingness to pay more for a higher rated hotel. Online surveys from millennial travellers were used to collect data. The study shows that the online reputation of hotels may influences millennial travellers in their booking situations. Furthermore, when analysing millennials' willingness to pay, variables such as prior experience and previous comparisons between price & rating should be considered. These results may help hotel managers to understand the importance of online reputation in regards to Millennials' booking behaviour and which factors influence on it. Moreover, provides hotel professionals with the status quo in willingness to pay more for hotels' better online rating.