In the days B.T. (Before Trip Advisor), a hotel’s reputation was largely a matter of word of mouth and guidebook write-ups. These days, however, online reviews can be the making or break a hotel. Research has shown that 93% of people read online reviews before buying hotel accommodations, while more than 53% simply won’t book a hotel that has no reviews at all. For each exceptional review of your hotel, your property increases its perceived value and attracts new guests; for each unresolved negative review, the loss in possible bookings could mean just that.
This blog post takes an in-depth look at managing a hotel’s reputation online. You’ll discover tactics for tracking guest feedback, strategies for answering reviews, proactive ways to create positive exchanges, and stunning hotel examples of those that are getting it right. No matter if you run a small boutique hotel or a weekends-are-always-booked-out resort, successful online reputation management is a must-have for today’s hyper-competitive hospitality industry.
Keeping Track of Your Hotel’s Online Reputation
The beginning of online reputation management: Know what people are saying about your hotel. Without social listening, it is simply not achievable to answer guest concerns or to take advantage of positive mentions. Luckily, there are several tools and methods to make this easier.
Review and Mentions Monitoring Tools
Google Alerts
Use Google Alerts for your hotel’s name and associated keywords. This free service alerts you as soon as your hotel is discussed on the web.
Platforms for Reputation Management
Things like TrustYou, RovePro, Revinate scrape reviews from various properties (TripAdvisor, Google, Booking.com, etc.) factored into one easy-to-read dashboard. You can keep an eye on that feedback in real time and take action on it right away.
Social Media Listening Tools
Another hot spot for guest commentary is social platforms. Applications such as Hootsuite and Sprout Social aid you in monitoring any mentions, tags, or hashtags involving your hotel on Facebook, Twitter, or Instagram.
Look at Trends, not Just Individual Reviews
In addition to tracking individual mentions, it’s crucial to recognize trends when it comes to what is being said about you. If several reviews mention poor room cleanliness, for example, that is a recurring issue that must be dealt with at once.
How to Respond to the Positive and Negative Guest Reviews
Once you’ve tracked what people are saying, the goal is to respond in the right way. Responses influence the image of your brand, not only for the reviewer, but for everyone else who reads along.
Replying to Positive Comments
You should always make time to thank the shit outta good reviews! This is a sign that you value the time and reasonably even the cost spent by your guest.
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Be Personal: Begin by addressing your guest by their name, and try to cite specifics from their review.
Example: ”Hi Sarah, thanks for the compliment about how large and clean the suites are! We are so glad to know you enjoyed it.” -
Bring Them Back: Compel return visits by letting them know of seasonal deals or upcoming specials.
Dealing with Negative Comments
Bad reviews might hurt, but they can also be educational and motivating. How you manage them can create trust and loyalty.
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Acknowledge the Issue: Never dismiss criticism. You can thank the guest for bringing this to your attention because you find great value in their perception of things.
Example: “We’re sorry the minibar in your room didn’t get restocked during your stay. Thanks for the heads up.” -
Apologize Sincerely: Even if it wasn’t entirely the fault of the hotel, I’d give a genuine apology any day of the week!
Example: “We apologize for the inconvenience you experienced when you checked in. We get that this could be frustrating.” -
Offer a Resolution: In those cases, when you can, offer a solution or illustrate how you’ll avoid those sorts of incidents in the future.
Example: “We have addressed it with our housekeeping team to make sure it does not happen again. If you give us a second chance, we’d love to provide you with the perfect experience.”
Responding publicly to criticism creates a sense of accountability, and answering them privately (via direct messages or follow-up) can turn a disgruntled guest into a devoted one.
Preventive Measures To Encourage Positive Reviews
“Online reputation management is not just about reacting to reviews; it’s about proactively creating them.
Encourage Positive Reviews
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Ask For Reviews At Check-Out: Once guests leave, email or text them to ask for a review. Make it simple by adding direct links to tools like TripAdvisor or Google.
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Deliver an Amazing Experience: Just do a great job, and people will want to talk about how great you are.
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Offer Small Incentives: And while incentives can’t violate platform terms (i.e., no offering incentives for a review), little nudges — like last-minute thank you’s, to even a thank you coupon — can churn up some good.
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Set Clear Expectations: Transparency reduces opportunities for misinterpretations into complaint. Let people know what to expect: check-in times, fees, or limitations for example. Leverage the website, booking confirmations and in-room materials to educate everyone.
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Take Advantage of Social Media and Community-Building opportunities: Social media is where your prospective guests and former guests engage with your brand. Humanize your hotel through sharing comments from guests, stories from employees, and behind-the-scenes content. Create a sense of community for your followers by interacting with their comments and posts.
Success Stories In Hotel ORM: Two Case Studies
The Ritz-Carlton
The Ritz-Carlton has long touted personalized service. This same holds true for their online reputation approach. For one thing, they do more than simply respond to reviews, typically calling loyal customers with recovery offers when the reviews indicate dissatisfaction. Proactively and empathetically engaging with their community online raises their brand in their audience’s eyes.
Citizen
Citizen focuses on social listening and reviews trend analysis for areas of improvement. Upon receiving feedback that there were insufficient meat-free alternatives in their dining rooms, they promptly overhauled their menu and the smiles of locals and foreign visitors alike testify that they have hit the spot.
Marriott International
Marriott established a team solely to manage its online reputation. By proactively engaging to guest reviews within 48-hours and understanding guest sentiment, Marriott has established itself in competitive destination markers.
You Build Trust By Your Actions, Not Your Words
It’s not a one-time thing: Managing your hotel’s online reputation requires a sustained effort. It is a laborious enterprise that requires attention, flexibility and, above all, authenticity. By remaining attentive to reviews, addressing feedback thoughtfully, and being proactive in finding new ways to address it, even the harshest feedback can be used as a driver of real growth.
Begin the journey to becoming well-known as a reputable candidate using these ideas. Even a courteous recognition could change a lukewarm reviewer into a beacon for your brand. Stay involved and continue to get better!
Learn how to strengthen your brand perception by exploring our guide on managing hotel online reputation.
