According to the story on TravelWeekly.com, the study found a direct connection between the rise or fall of revenue per
available room and the online
reputation of a hotel, driven by ratings on sites such as TripAdvisor.
Specifically, a one-point swing on Travelocity’s five-point rating scale sways room rates by an average of 11%. And, like you'd expect, the swing is greatest for economy and limited service hotels.
Still thinking you don't have to monitor the review sites? You were wrong then...and really wrong now.