Reputation Management for Hotels-Why and How to Revitalise Your Online Presence.
Potential guests decide whether to book based on reviews and any interactions or experiences they’ve had with the hotel.
Hotel Guest are using reviews and social experiences at the point of purchase to influence their booking decision. If there are no reviews on your own website, guests are forced to leave your site to search for reviews – and they may not return to book. They could come in contact with OTA’s like Booking.com or Expedia and book there, giving you a booking with a higher commission percentage paid.
Hotels today create profiles on these review platforms. The keys is to have an up to date and interactive presence online, to be vocal with your brand and connected with your potential guests and followers.
If hoteliers don’t have the resources to manage these social spaces, their reputation can start to decline. If there is no one to monitor these sites or respond to guests’ posts or reviews, this can show a lack of interest in trying to resolve the situation.Let’s take a look at the statistics related to the review and booking process:
93% of the people find reviews important when determining which Hotel they want to stay at. 53% of the people surveyed would not book a hotel without reading a guest opinion about it. That’s pretty serious.
Hotel guests are making more informed decision before booking. They’re reviewing the hotel’s reputation on all platforms, and benchmarking hotels against each other. Hotels guests trust these reviews for their ultimate booking decision. For your hotel to ignore these or not communicate with users is to ignore one of the most influential factors of your brand.
As online reputation management becomes more important, it is becoming vital for hoteliers to build an honest and professional online reputation – consider including it in the marketing plan for the property. Since your online reputation is so readily visible to potential guests at all times, from reviews on Booking.com to Facebook posts to Twitter, hoteliers need to monitor these channels as often as possible.
Building Your Reputation
Reputation Management affects many parts of hotels operations. Guests have many touch points, from sales to F&B, receptions and operations. This is an opportunity for personnel to interact with guests, and to encourage guests to leave positive reviews or share their experiences online.
If you promote this in the hotel on a team level instead of leaving it to one dedicated and assigned person, the culture of your hotel can change to one aware of and taking advantage of your online reputation. Get everyone involved and aware of the importance of your online perception, so staff can help encourage guests to write positively about their experiences.
Poor reviews should be shared with staff so actions can be taken to resolve complaints, and positive reviews should be highlighted to recognize and reward the staff members responsible. Check out this resource on how to make your reputation a team effort.
More reviews will also benefit your property in a more tangible way, beyond their influence on booking rates. They contain an array of information that hotels can analyse to understand guest satisfaction better and implement any service changes that need to be made.
Reputation management comprises 3 stages:
- Building: forming or developing a good reputation for a new hotel.
- Maintenance: keeping the positive and already established image of existing hotel to be superior in the public eye.
- Recovery: amending the hotel’s reputation when it goes bad through self-promotion and marketing in order to reverse the negative and achieve a good reputation.
As a hotelier, it is precious to obtain positive feedback from satisfied guests who share their experiences with a hotel. On the other hand, there should be an attempt to diminish negative reviews and instead use them for improving the quality of the hotel in question.
However, the main challenge for hoteliers is tracking all the negative reviews updated by users online and answering their queries one by one. It is one thing to engage actively in the promotion of a hotel’s reputation once in awhile and another to constantly monitor recent developments while keep interacting with the guests.
It is easy to get sucked into the operational vortex of the hotel’s day to day affairs while your hotel’s online reviews get neglected. Good reputation management can open new revenue channels for your hotels.
According to a study, reviews given online have a significant impact on the consumers’ buying decisions. The study states that-
- 67.7% of consumers’ purchasing decisions are influenced by the reviews that they read online.
- About 54.7% of the surveyed audience also admitted that online reviews are an important part of their decision-making process.
- Businesses run the risk of losing as many as 22% of customers, even if a single negative article is found by users who are considering making a purchase. In the same way, if three negative articles pop up in a search query, the potential for lost customers increases to 59.2%. If the negative reviews are more, a hotel will likely lose 70% of potential customers.
In today’s online market, every company is in search for a unique, organic, and interesting content that will position the company’s web site on the top of Google search. Hotels can take advantage of guest reviews and use them in their marketing mix.
Good reviews not only push up hotel’s rankings and visibility. Increased visibility means more exposure to business and better reputation that pushes up both bookings and revenue.
Instead of speding time and money for review, take our Reputation Management Tool where you can search, analyse, score and reply the guest in real time.
Contact us for more details.