Powered by

CRM for Hotels

Online reputation: advice when handling all kinds of opinions

0 comments

16 February 2015 at 10:00, by and

Online Reputation, Google Plus.

Online Reputation, Google Plus.

User’s comments about a hotel tend to be a good reflection of the quality of the products and services that an establishment offers. Therefore, it is essential to know how to answer both positive and negative reviews in the correct way.

Gastón Richter, our Online Reputation Management (ORM) specialist gives us some key tips in this regard. The expert bases these on the vision of the Business 2 Community portal, aiming to delve deeper into the best practices in this regards.

1) Answer all reflections but with nuances. It is always advisable to reply and show understanding and empathy from the hotelier’s perspective. But, when in doubt, Richter advises the hotel to be guided by a quantitative criterion. “If the hotel has plenty of reviews, there will be less risk of bias due to eminently subjective perspectives. In other words: if one in ten reviews are complaining about the flavour of the coffee at breakfast, I will probably ignore them, as it is an eminently subjective and very personal valuation. But if five of every ten comments refer negatively to the same thing, I assume that it is no longer an isolated complaint. Something is wrong if half the users leave a negative review” he comments.

If the hotel has plenty of reviews, there will be less risk of bias due to eminently subjective perspectives

2) Tranquillity and prudence, two needed virtues. Regarding the previous point, the person or people who answer the comments must be discerning and avoid getting entangled in a battle of words with an unhappy guest, Richter argues. “We must always read any client comments with a certain scepticism or caution. If we perceive that the user is writing based on emotion or anger, it is possible that all they want is to sound off publicly, or damage the hotel or brand’s image,” he warns.

If we perceive that the user is writing based on emotion or anger, it is possible that all they want is to sound off publicly, or damage the hotel or brand’s image 

3) Make the most of review websites. Hotels should view portals like TripAdvisor, Expedia, or Holiday Check, among others, as a showcase or spokesperson when it comes to promoting themselves; they are the reason behind Online Reputation Management (ORM). Our specialist believes so. “Both the positive and the negative comments must be used to spread the message or image of the brand that the establishment really wants to transmit to the market”.

4) Encourage positive reviews. According to popular opinion, clients only write on these pages when they are unsatisfied, so it is the hotel establishment’s responsibility to turn this tendency around and motivate guests to leave a record of their satisfaction with positive reviews.

5) Anticipate and prevent possible critical reviews. Ask, canvas, clients during their stay, this is a basic point when it comes to solving possible deficiencies that they may detect before their exit. This way the hotel has more possibilities of avoiding negative reviews. “The hotel can ensure that the client is really happy by investigating during their stay or at the very latest during check out. If the client mentions any serious problems or deficiencies, the hotel’s management can attempt to resolve the problem with the client still on site, and therefore avoid them giving into the temptation of sounding off publicly” he concludes. 

The hotel can ensure that the client is really happy by investigating during their stay or at the very latest during check out. If the client mentions any serious problems or deficiencies, the hotel’s management can attempt to resolve the problem with the client still on site, and therefore avoid them giving into the temptation of sounding off publicly

At Innwise, we know that every opinion matters and we would like to offer to handle your hotel’s Online Reputation Management efficiently.

 

Innwise

Innwise

Optimizamos tu estrategia de comercialización online mediante una eficiente gestión de canales de distribución, buscando a través de un revenue management un resultado final rentable siempre como objetivo. Ponemos a tu disposición un amplio paquete de soluciones de emarketing.

Innwise

Innwise

Optimizamos tu estrategia de comercialización online mediante una eficiente gestión de canales de distribución, buscando a través de un revenue management un resultado final rentable siempre como objetivo. Ponemos a tu disposición un amplio paquete de soluciones de emarketing.

0 comentarios 

Leave a Reply

campos obligatorios *

También te puede interesar