Reputation Management for Hotels

If you own a hotel or any other type of property that accommodates guests, there’s an excellent chance that those guests are sharing their feedback online for the world to see. That’s why hotel reputation management online is so critical – it’s all about how you communicate with past guests and how you earn the trust of potential guests to increase sales and revenue.

What is Hotel Reputation Management?

Hotel online reputation management refers to the strategies and tools that hoteliers use to monitor, reply, and enhance how their property, service, and brand are perceived online. This includes tracking review sites, replying to reviews, creating campaigns to boost reviews, and using reputation management solutions or brand monitoring tools.

Why Online Reviews Matter in the Hospitality Industry

Online reviews are extremely important in the hospitality industry. According to a TripAdvisor study, 79% of users will choose a property with a higher rating when given the option between two otherwise identical properties. Additionally, 81% of travelers always or frequently read reviews before booking accommodation. These statistics highlight the significance of a hotel’s reputation in gaining a competitive advantage.

Positive feedback has a stronger potential to win guests over than a hotel brand. A TrustYou study found that travelers are 3.9 times more likely to book a hotel with a higher rating. This is encouraging for independent hotels, as it shows that they can compete with major brands by delivering a great guest experience, encouraging good reviews, and having a consistent process to manage online reviews.

10 Tactics for Hotel Reputation Management

When it comes to managing your hotel’s online reputation, here are 10 tactics to help you navigate this tricky landscape with more ease:

1. Send Automated Feedback Surveys

To encourage more reviews, send guests a customer feedback survey before directly asking for a review. This allows guests to provide honest feedback and gives you the opportunity to address any unsatisfactory experiences before they are mentioned in an online review.

2. Respond to Reviews – Even the Positive Ones!

Responding to reviews is just as important as collecting them. According to TripAdvisor, 65% of users would rather book a hotel that responds to reviews. Additionally, 85% of users say that their impression of a hotel improves when they read a good manager’s response to a bad review. Responding to positive reviews shows appreciation and warmth, while responding to negative reviews can turn a bad situation into an opportunity.

3. Simplify Your Work with Templates

To avoid letting emotions dictate your response strategy, create templates for both positive and negative reviews. These templates should offer a solution to the complaint, show appreciation for the feedback, make the guest feel welcome for a repeat stay, and use courteous and professional language.

4. Maintain a Consistent Tone

Consistency is key in hotel reputation management. Designate only a few people to respond to reviews and provide them with a clear framework for their responses. This helps maintain a consistent tone and ensures that guests receive a unified and professional response.

5. Schedule Time to Respond Regularly

Regularly responding to reviews shows active management and responsiveness. It also allows you to catch and address any problems before they worsen. Set aside dedicated time each week to respond to reviews in a timely manner.

6. Let Technology Run Your Hotel Reputation Management

Integrate hotel reputation management software into your cloud-based PMS to automate outreach to past guests for feedback and reviews. These solutions can save time, increase the number of reviews, and provide valuable insights for analysis and benchmarking.

7. Get in Touch with Guests Pre-Stay

Use pre-stay communication to collect information about your guests’ specific needs and inform them about specific policies. This helps guests have a better experience and avoids any issues upon arrival.

8. Whatever You Do… Don’t Get Defensive!

When responding to reviews, avoid getting defensive. Take note of any valid feedback and use it as an opportunity to improve your operations. Responding defensively comes across as unprofessional and inhospitable.

9. Create Your Reviews Page on Your Website

Dedicate a page on your website for guest reviews and testimonials. Use these reviews across different sections of your website to highlight different services, activities, or property amenities. This helps boost your website’s trustworthiness and SEO.

10. Set Alerts for New Reviews

Monitor new reviews and deal with them as soon as they are posted online. Set up alerts using tools like Google Alerts, Social Mention, or Mention.com to stay informed about what guests are saying about your property.

In conclusion, reputation management for hotels is crucial for success in the hospitality industry. By implementing these tactics, you can effectively manage your hotel’s online reputation and use it as a valuable asset to increase bookings and revenue.