Online reviews for hotels are a major force in the hotel selection process. It is primarily triggered by travelers who prefer to post their feedback on online sources such as social media platforms and meta search engines. Potential tourists follow these posts and eventually correct their decisions. Some influential posts are considered as a reliable source of information, others help to create a better image of the property of travelers. In most cases, hoteliers view negative reviews as a deterrent. Instead of adopting isolated ideas, hotels must sever these responses and take them as opportunities for constructive exchanges and business operations through hotel online reputation management.
Combined with timely monitoring and feedback posts, hospitality providers need to improve among the key reasons for poor ratings in order to reap long-term benefits. In contrast, hospitality providers suspect online review monitoring and response processes. With the help of additional measures, this unavoidable situation can be overcome. Some large hotel operators provide free guest feedback to teams to improve and enhance online reviews. Often, these operators have a KPI that determines how fast the individual features are and by whom to respond. Both positive and negative comments are an opportunity to start a conversation and engage guests.
However, external responses to actual comments are usually a smart hotel response to web posts. The second part is internal learning, where more can be done. To more easily determine the need for both types of feedback, a review-response cycle needs to be implemented.
Guest expectations are the beginning and end point of a cycle, as these individuals enter service situations with certain preconceived expectations. . Guests book hotels that are expected to meet their needs on a specific trip. The higher their expectations, the more hotels have to be offered to satisfy the guest.
When analyzing online reviews of hotels, the question arises ‘How to manage online reputation?’ The following topics need to be studied before starting:
1. These posts need to be used appropriately as a resource to improve business and guest loyalty.
2. Written feedback and internal comments help keep a brand ahead of the competition.
3. Management must coordinate responses across departments so that employees can meet guest expectations now and in the future.
During the period of stay or service, guests have a tendency to check whether their experience is fulfilled, not exceeded or failed. Otherwise just having a negative experience of having a smooth hotel can ruin the whole memory leaving an impression overall. Such assessments can be highly subjective and ideas about how these services were provided can usually be based on specific service aspects. Although some of these ideas are individualistic, negative comments can be further divided into several major categories, such as:
Ical Physical – Poor quality of facilities, opportunities and non-functionality of equipment
• Services – Delays, missing services and lack of professionalism
As mentioned earlier, guest satisfaction is associated with meeting any expectations in the entire online reputation management service process. Therefore, the first query revolves around whether dissatisfaction was the result of anticipation due to vague communication.
Establishing brand communication driven by actual experience helps to address the root cause of a deficit as well as collaborates the same when focusing on negative reviews. This step in the review-response cycle could ultimately help to further enhance a guest’s relationship with the hotel. Subsequently, by genuinely responding to a negative comment, it can outline the major concerns highlighted by the guests. Therefore, a reliable solution for time-efficient online reputation management tools will help to deploy a hotel crunch statistics related data as well as automated invitation system. Ultimately, this strategy increases positive guest posts on important portals and helps a hotel maintain an online presence with minimal intervention.