Negative restaurant reviews online could put off 50% of possible customers

Online restaurant reviews have a large influence on customers` decisions on whether or not to make a booking, according to new research from American Express.

It found that nearly half of the people looking for information online decided not to book a restaurant or hotel because of a negative review.

The research by Loudhouse found that 62 per cent of potential restaurant customers and 83 per cent of hotel-goers look online before booking. Kathryn Pretzel Shiels, Hotel and Restaurant Director for American Express said, "67 per cent of UK hotels and 77 per cent of UK restaurants say they actively monitor content posted on independent review sites, and 78 per cent overall say these sites provide an opportunity for their businesses."

Only 17 per cent of restaurants, compared to 43 per cent of hotels, said they use direct emails to market their business.