95% of people check hotel reviews before booking a room. This is already a more than sufficient reason to respond to guests' opinions and comments.
In addition, there are other reasons why customer reviews are important for a hotel:
To improve the ranking and visibility of your hotel online, the number of reviews will improve the referencing of your site on Google and the sites of OTAs and metasearchs.
The analysis of customer reviews allows you to highlight recurring problems or the essential qualities of your hotel. This allows you to solve problems and highlight what makes your establishment a strength.
They play a key role during the phase of searching for information and comparing the different establishments in the process of buying a stay.