Why is Hotel Reputation Management so important for hoteliers today?

As hotel manager you might be concerned with a lot of things. Hotel Reputation Management is only one. Yet, with a flawed reputation, your hotel won't run…

Barely any other industry is likewise affected by the impact of Reputation Management as the hospitality industry. People all over the world and from all age groups use to perform online travel research before booking an accommodation. According to Tripadvisor, 93% of the people find reviews important when determining which hotel they want to stay at. 53% of the people surveyed would not book a hotel without having a guest opinion about it.

Hence, user generated content, as reviews or feedback, grew to a major decision factor for customers.So, positive feedback from satisfied guests sharing their experiences with your hotel is very precious. Negative reviews – in contrast – should be diminished and used to improve the quality of the hotel.

For this reason, it is becoming more and more important for you as a hotelier to build up a professional Hotel Reputation Management that keeps tracking your reputation all over the web. The very success of your hotel is dependent on it.

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Only if you have a clue about what people think when they hear your hotel's name, you can counteract the impact of negative reviews or highlight positive feedback. Consequently, Hotel Reputation Management should not be reduced to single, loose measures. It should rather be an essential part of your marketing mix.

In the very competitive field of hospitality industry, your online reputation directly affects your sales volume. Thus, effective Hotel Reputation Management can help you to obtain a competitive advantage for your property in terms of revenue management. On the other side, poor online reputation could potentially sum up to serious losses. According to revenue management experts, as Don Sorensen – president of Big Blue Robot – there are many marketing executives failing to understand that correlation.

Disregarding negative comments appearing on first search result pages cost many times as much as putting sufficient resources in qualified Hotel Reputation Management measures. In many cases, business owners spent years to build up a good image of their brand. Oftentimes they are surprised and hit off-guard when experiencing their reputation end up being ruined within a short period. As a consequence, the key to success lays is being proactive. Do not wait until negative comments appear and try to clean up the mess when it might probably be too late. The right time to start your Hotel Reputation Management activities would be … right now!

You can make use of several new possiblities resulting from the rise of review portals. For instance, it has become much easier for you to compare your hotel's performance with services and products to those of your competitors. A Customer Satisfaction Index displays a representative rating for hotels that is composed by and for hotel guests. A high rating means your reputation is on a good level, automatically driving demand for your hotel and creating revenue for you.

HOTEL REPUTATION MANAGEMENT IS NOT ONLY ABOUT YOUR PROPERTY - IT IS ALSO ABOUT YOU

A damaged reputation will not only cause customers to be sceptical about booking one of your hotel rooms. It can likewise influence the picture of you and your hotel's name within the media landscape. Also, negative reputation could affect the decision of potential partners to invest in you or let employees reconsider whether they want to work for you.

So, the question arises how to tackle these issues the best way to work proactively against the emergence of a negative reputation?

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Customer Alliance is an independent review provider for Hotels that offers a comprehensive service. The combination from the products "review analytics" and "price analytics" helps you to automatically collect customer feedback – far more than you would do on conventional ways. Once you are registered, all your guests will receive an email – send in the name of your Hotel – including a questionnaire. Therefore, every single review you receive through Customer Alliance has been submitted by a real customer and cannot be manipulated.

Only customers who have interacted with the business can write a review. Due to this principle, guaranteed by a Review Certificate you will bridge the trust gap between you and your guests. For the purpose of measurement, there is a Customer Satisfaction Index (CSI) indicating how happy the guests are with your property – based on your reviews throughout the web.

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CASE STUDIES

Investing into a professional Hotel Reputation Management solution makes sense in almost every case. If you would like to see this theory validated by practical examples, take a look at three case studies from Hotels, which could already benefit from the services Customer Alliance has to offer:

SEE HOTEL BALTIC >> CASE STUDY

SEE HOTEL DEIMANN >> CASE STUDY

SEE HOTEL RÉSINIER >> CASE STUDY

About the author Torsten Sabel

Torsten is the COO and Co-Founder of Customer Alliance. He holds a BBA from Maastricht Hotel Management School and is a hotel specialist with extensive experiences from Swissôtel, Accor and designhotels.com. Torsten is an active supporter of HSMAI in Europe and serves members as the Head of the Advisory Board for Digital Marketing.

About Customer Alliance - 360° Review Management for hotel business

More direct bookings and safety from fake reviews

Customer Alliance is a young, Berlin-based company offering smart cloudbased solutions for hotels. Our 360° Review Management Software Review Analytics helps you to get more real reviews, to improve your online reputation and increase your sales, for example by generating more commission-free bookings through your own distribution channels. With Review Analytics you also have full view on your competitors.

Since officially started in 2009, we grew up to a 70-people-international-team while more than 2500 hotels in 35 countries are improving their workflow with our solutions.

Press contact:

Nora Köstler
PR & DACH Marketing Manager
Ullsteinstr. 118 Tower B | 12109 Berlin
Telefon: +49 30 762 89 00-17
E-Mail: [email protected]

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