Why Reputation Management Is Important for Your Hotel
September 03, 2020
There is no denying that a good reputation can make or break a hotel. Especially in the digital landscape when reviews can spread easily and they aren’t as controllable as word-of-mouth. Positive reviews and experiences can lead to advocating customers but a negative review can impact your bottom line and deter customers from booking.
If that isn’t reason enough to engage in reputation management, a study by Harvard Business Review found that hotels who responded to reviews on TripAdvisor received 12% more reviews and their ratings increased.
What Is Reputation Management?
Reputation management is an ongoing task that is designed to maintain your hotels brand name and image online. Its focus is to generate, improve and respond to reviews. Basically, it’s a way to build a digital reputation that you want your customers to see. Think 5-star ratings and a slew of positive reviews.
How Can Reviews Influence Your Hotels Reputation?
In today’s digital landscape a review can be left on TripAdvisor or a social media platform and go viral within a couple of hours. But what does this mean for your hotel's reputation? With the ability to reach millions of people across the globe in such a short period of time, your hotel could suddenly be known as ‘the one with the dirty bed sheets’. Not ideal. It’s important that the first thing that comes to mind when a potential guest sees or hears your hotel name isn’t a negative connotation.
Can I Turn My Negative Review into a Positive One?
Simple answer - yes! There are a few things to take into account when doing this though. Your reply has to be timely, as every minute a negative review is ignored is an opportunity for a potential customer to read it and make the decision to book elsewhere.
You should also focus on the positives of the review. It’s unlikely that the review will be 100% negative so you should take the opportunity to to thank them for the kind words about the part of the experience they did enjoy.
Using these tactics, alongside a few others can help change the guest’s perception of your hotel.
Need Help With Your Reputation Management?
At Digital Hospitality we are well versed in reputation management and turning a negative review into a positive experience and finding opportunities to improve your digital presence. For more advice on how to control and manage the reputation of your hotel get in touch with us today!
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