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Why a hotel needs to optimize its online reputation and, the positive impact of online reviews upon hotel performance.

with one comment

tripadvisor

Do you want more and better quality reviews? The fundamentals are:

Ask
The best way to obtain more reviews is to simply ask for them. The most effective ways to generate reviews is to arm employees with business cards that ask guests to “share your review”. This method generates more reviews than posters, table tents, stickers, buttons, and almost everything else that we tested combined.

The cards should be handed out judiciously, be careful to ensure that a single guest isn’t being bombarded by multiple employees with review requests. Adding a QR code to the card so that it is easier for mobile users to write a review.

Respond
Respond to all of the negative ones, a few of the positive ones, and none of the average ones.

Responding an “appropriate” percentage of the time can lift the quantity of incoming reviews by up to 35%- responding too often can have a noticeably less beneficial effect.

Why is this? If the host of the party (the hotel) is crowding out the conversation with a lot of jabber, it appears to turn people off from participating in the conversation, with the end result of guests writing fewer reviews.

Publish
As Professor Anderson demonstrated, reviews matter! In fact, they matter so much that guests will leave your website for TripAdvisor or an OTA if they can’t read objective reviews there. Will those guests return to your site to make a reservation? For a variety of reasons, some will and some won’t. This is one reason why it is so important to have third party reviews on your own website. The other is related to cost per acquisition.

Some hoteliers who already engage in this practice make the mistake of cherry picking only the best reviews for their site. It has more positive results when hotels enable an almost unfiltered stream of reviews -including the good, bad and ugly, to be published onsite for the following reasons:

  • Remember that bad reviews legitimize the good ones. Especially important when you consider that brands are among the least credible sources of information in consumers’ eyes.
  • Operationally, it requires much less manpower to enable an unfiltered stream of reviews vs. seeking out good ones to publish manually. An unfiltered stream also keeps the content fresh.
  • The knowledge that negative reviews could appear on its own website is a great motivator for improving an organization’s operations and guest satisfaction in general.
Read the full article here>
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Written by spinwebnz

January 4, 2013 at 1:54 pm

One Response

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  1. Some great tips here! thanks for sharing, i think they will help in getting better quality reviews and generally more engagement.

    portsmouth hotels

    January 11, 2013 at 1:27 am


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