PHOTO: Trump International Hotel Las Vegas. (Photo via Flickr/Sean MacEntee)
Online reviews of President Donald Trump's hotels and resorts have not been kind (for the most part) since he took office this past January, Business Insider reported.
According to a new study from Signpost—a consulting firm that works with businesses to manage their customer reviews—average Google and Yelp ratings for Trump's 29 properties in the U.S. have seen a 40 percent decline since he became president on Jan. 20, falling to a collective rating of 3.7 stars out of 5.
The study claims the dramatic falloff could cost the brand $66 million in revenue over the next four years, but that's not all:
"It's also worth mentioning that these calculations are conservative and according to the most recent revenue estimations," the study stated. "The actual cost if these trends continue could be in excess of $100 million."
That's because there's a correlation between ratings and revenue. According to a study from the Harvard Business School, a one-star bump in ratings is enough to boost a company's annual revenue by anywhere from 5 to 9 percent.
While the influx of negative online reviews has the potential to significantly harm business for the Trump brand, the sharp downturn can partly be attributed to bogus reviews being left by people who disagree with Trump's politics or who are simply angered by his ascension to the presidency.
"A lot of people are taking their political views onto reviews of Trump's businesses," Signpost CEO Stuart Wall told Business Insider.
As Money points out, Trump property ratings on TripAdvisor are faring much better than compared to Google and Yelp, with some one-star reviews on the latter site simply mocking Trump rather than pinpointing flaws in the property or experience.
READ MORE: Trump Slump Continues to Dampen US Travel Bookings
Nonetheless, the negative attention is another blow to the Trump brand, which has taken several hits over the course of his campaign and short time in the White House.
Trump's new Vancouver property recently sparked backlash and protests. This past December, members-only organization Luxury Travel Intelligence (LTI) ranked Trump's new Washington, D.C. hotel as the third-worst luxury hotel opening of 2016.