“Hotel reputation management sounds interesting, but we need more time to think about our strategy.”
So many hoteliers say that,and it is a shame that they still don't understand that Online reputation IS the key to success today.
The fact is that more booking are driven by reputation than either location or price today. The potential guests will automatically rely a review website, or a friend, than just the hotel website. And this because we are all living in an information society. Old times are gone, today, hotels need to manage their reputation.
A source from Expedia says that “Good reviews of 4.0 or 5.0 generate more than double the conversion of a review of 1.0 – 2.9” - this shows us how hurt the profit can be, if hoteliers delay or neglect their reputation management
The article states also that in most of the cases, “A 1-point increase in a review score [on a 1-5 scale] equates to a 9% increase in average daily rate.”
That is impressive!
So now, I just don't get why so much hoteliers don't monitor at least their reputation, we have so many tools today to work on it, (social medias, influence marketing, review platforms...)
Sure, it can take time, and/or money, but it definitely worths it, and it can give a hotel a competitive advantage if he takes the lead now.
I believe they don't realize, things evolve so fast ! most of them don't even answer the critics on trip advisor...
RépondreSupprimerYet, i definitly agree that they should spend time monitoring, even if they don't want to participate in the networks, at least to "correct" the bad comments, by answering guests and show them that they care about us, custmers !