Hi Community,
A couple of weeks ago, I witnessed a very ‘odd thing’ with regards to reviews and the ratings.
As I met an acquaintance of mine, and we were having a chat about Airbnb.
She told me, that she was an infrequent user of Airbnb (like once a year, to fill in the summer holidays – as a guest). And last year she had been a guest, while staying at another property in ‘our’ town (this was actually the reason for starting the conversation). For this year’s summer, she already booked another property in the same area.
The main motivator for her using Airbnb, is obviously price (what else is new).
So we came to discuss our property. And as she was interested, she immediately looked up our property on her phone, via the App (on basis of my directions).
While she was busy, I was watching her a little – as in a little behavioral study experiment 🙂
So, when she found our listing. The first thing she did was scrolling through a couple of photos. And then moving on to the reviews. On top of the reviews there are the 7 averages of our total star-score. She stopped for a moment to let these sink in (this surprised me actually a little, as she gave these that much attention). And then she went on to glance through a couple of reviews.
Nothing wrong with this of course. As I suppose this is exactly what most potential guests will do (before reading the actual listing text itself).
But then, and to my complete and shocking surprise. She could see next to the profile picture of each former reviewing guest. The actual star-rating each guest gave me in the category: Overall experience!
I would never ever have thought, that this was even possible!
Personally I keep a very close eye on our reviews and associated ratings. And in dealing with reviews, as they come in. My strategy is: Always reply to every review. Whether it is excellent, or less excellent.
As sometimes, when I look at other listings. I notice some hosts only reply publicly to the lesser reviews. Which – according to my opinion – acts like a huge signpost. I.e.: Before you go any further, you have to read this first!
Normally-spoken , I rest a little assured, knowing that your average score is always rounded to the closest half star. I.e. Score in any category of 4.75 stars, will show as 5 stars. And a score of 4.749 stars, will show as 4.5 stars. And whenever you have gathered sufficient reviews. The mathematical law of large numbers start to kick in.
But now with certain people being able to see individual guest ratings, I'm not that relaxed anymore!
We all most likely know, that you just cannot please everyone, all of the time. As what some consider to be a big plus, will be considered by others as a minus.
And we all know what the destructive effect can be, of that single “cannot be pleased, no matter what you do” horror-guest, heading your way – sooner or later.
Obviously, once you have gathered 3 reviews – or more. The average of the associated individual star-ratings do become visible in your listing (Overall experience and the other 6 categories).
When I look up my listing (or any listing that is). I can only see the 7 star-averages on top of the complete list of reviews. I’ve never been a guest myself (I know: On my bucket-list). So maybe this has got something to do with the difference in system behavior.
Most guests are likely not really interested in tons of very good reviews. But they might be more interested in reading those few reviews, that were less good. As these might be considered to be more factual or even the truth. At least, I would like to be aware as soon as possible. Without having to read dozens of pages with reviews. Of course while reading a lesser review, usually it is pretty easy to pick-out either a revenge-review or a review left by a guest, whom cannot be pleased, no matter what.
I’m really wondering, whether anyone out here, has either witnessed the same or has an explanation for this particular system behavior. As I would really like to understand the cause of this. And what the effect of this could be.
Any thoughts?
Thanks in advance for your reply!