Perception has always been a large part of what rates we can charge however today more than ever with the assistance of technology perception is influenced and visible on a global platform. Reviews provide us opportunity to really keep a check on our customer experience.
Remember there will still always be the customer that leaves without saying anything or posting anything. If they had a negative experience they will tell at least ten other people of their experience and possibly no one if their experience was good. Reviews influence Perception which influences Rate Positioning. Rate Positioning also influences Perception which influences Demand which influences Forecasting and Profitability.
The Revenue Management Process is very much linked with reviews and today RM systems also integrate reviews into their demand algorithims.