If you are a hotel owner approaching a marketing agency, chances are you are going to hear heaps of praises about SEO and PPC and how these marketing strategies can do wonders for your brand. And that may be true. However, when you are in the business of serving experience, what matters most is your reputation.
If you generate a lead through SEO or PPC but the potential customer finds some negative reviews online about your hotel, they are not going to take a chance. That's why while it's important to resort to conventional digital marketing, as a hotel owner, your major focus should be effective hotel reputation management to ensure guest satisfaction and exceptional brand prestige.
Ratings and reviews have never had a stronger influence on your consumer’s decision like in the digital era. Since, they can’t verify their trustworthiness based on personal recommendations they have to rely on ratings and reviews to evaluate their reputation.
But what are the ways to do it? Let's learn about some of the most crucial initiatives you can take.
1. Make the most out the Positive Reviews- They certainly are the game changers.
Unless you have gone above and beyond, the human psyche doesn't push people to write positive reviews. On the other hand, when a bad experience occurs, they actively look for an outlet to vent out.
This is why it's imperative for a hotel brand to encourage guests to leave reviews. Make it simple, quick and convenient so they don't have to jump through hoops to write a few sentences. Collecting reviews during their stay can also help you address the concerns of unsatisfied guests and eliminate the chances of getting a bad review later on.
You can push your guests to write their reviews on different platforms such as Facebook, Booking.com and TripAdvisor. This will help you build a reputation score and brand cache which is important to maintain a high repeat customer rate as well as attract new guests.
2. Template based reply are too old school- Your guest’s hate being responded by BOTS.
There are many online review platforms with high visibility that can help your potential guests make an opinion about your brand. That's why it is important to have a comprehensive strategy that enables you to respond to the guests that have left reviews on different websites and platforms, especially those who appear to be unsatisfied or outright angry.
The response must be thoughtful and empathetic. According to TripAdvisor's recent survey, 7 out of 10 potential customers will be discouraged to do business with you after seeing a rude or aggressive response. Also ensure that your responses are personalized and contextual instead of identical templates.
Content is King- Add a personality to your brand, and make your guests feel cared for.
Review Insights help you identify gaps in your business- A 2nd opinion always helps right? Who better than your own guests??
Your hotel reputation management isn't just about building a perceived image but taking real steps that make a difference in your guests' experiences. Use reviews, feedback and comments and analyze the information to identify weaknesses that may be a more common occurrence than you think. This will help you reduce the number of customers who leave bad reviews in the future.
Change is the only thing that never changes: Constant Innovation makes a brand stand out in the crowd. .
In today’s insanely competitive hospitality industry, it’s crucial for hotels to find their unique selling proposition and manage expectations and experiences. This means brands have to go beyond traditional digital marketing strategies to focus on robust hotel reputation management. If you are looking for professional consultation www.repusight.com can provide you the required insight to develop an effective plan.
Manager- Advertising & PR // Dikshita Rao // November 14, 2019 // 4 minute read