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Online reputation monitoring has been touted as the key online generator to receive feedback from customers and gauge customer satisfaction. In the hotel industry more and more guests are turning to social media and review sites to write good and bad reviews/feedback. However are managers satisfied with just simple monitoring and the inability to react on time and on site? More and more unhappy guest leave the hotel’s premises therefore increasing the number of negative reviews posted on the web. Managers can monitor feedback data, but can they make truly make their guest any happier?
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Online Reputation Monitoring
In The Hotel IndustryDo Hotels Really Find It Effective?
Understanding Online Reputation Monitoring
• Customers Provide Feedback On Products/Services To Review Sites & Social Media.
Negative/PositiveReviews & Feedbacks
• Businesses Collects Valuable Customer Feedback/Data And Monitor Their Online Reputation Via The Web
• Customer Feedback Is Then Translated To Good or Bad Reputation For The Business
Online Reputation Monitoring- The Hotel
Industry• Hotel Guests Leave Feedback On Review Sites.
Example: TripAdvisor
My Hotel Room Was Very Dirty !!
• Hotel Management Receives Feedback, Issues Online Apology To Guest. No Effect !!
• Yet Another Bad Online Review For Everyone To See. Tarnish Hotel’s Reputation Further
Reputation Monitoring Restricts TheAbility To Act !!
Online Reputation Monitoring- Why Hotels Need
To Change• Watching Without Actually Doing Anything
• Inability To Act Means Unhappy Guests Remain Unhappy. Apologies Not Good Enough
• Process of Collecting Data To Action Taken By Hotels Takes Too Long - Too Little Too Late !
• More Negative Reviews By Unhappy Guests
• Negative Reviews Further Tarnishes Hotel’s Reputation.
So Why The Hype For OnlineReputation Monitoring ??
Online Reputation Monitoring-
A Surprising StatisticHotel Guests who have an unpleasant experience are more likely to write a review 22% of the time as compared to the mere 9% of positive experiences that get shared on review sites and social media !!
* It takes Just A Few Grumpy & Irate Guests With A Computer To Tarnish The Reputation of A hotel….And 22% Is A Lot !!
Online Reputation Monitoring- What Should Hotels Concentrate
On
Spending So Much Time Monitoring Social Media &
Review Sites ??
Spending Time On Hotel’sCore Competencies –
Making Guests Happier
Online Reputation Monitoring- A New Trend For Hotels
• Example: The ECO Tool
• Provides Real Time 1 on 1 Interaction Between Hotel Management And Guests.
Guest Leaves FeedbackStraight To Management
• Ability For Management To ACT Towards Guest’s Feedbacks On Site
• Guests Leave The Hotel Much Happier
Online Reputation Monitoring- A New Trend For Hotels
What Does Having Happier Guests Mean For Hotel’s Reputation? Simple…
Guests Leave The Hotel Happier
Less Negative Reviews & More Positive Reviews Appearing Online
Hotel’s Reputation Improves
Online Reputation Monitoring- Outcome For Hotel’s
Management• More Timely And Accurate Information/Feedback
Received
• Not Wasting Too Much Time On Online Reputation Monitoring
• Concentrating On The More Important Aspects Within The Hotel’s Operation – Guest Satisfaction
Eventually Leads To……
Better Strategic Decision Making By Hotel’s Managers
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