Online Reputation Monitoring
In The Hotel IndustryDo Hotels Really Find It Effective?
Understanding Online Reputation Monitoring
• Customers Provide Feedback On Products/Services To Review Sites & Social Media.
Negative/PositiveReviews & Feedbacks
• Businesses Collects Valuable Customer Feedback/Data And Monitor Their Online Reputation Via The Web
• Customer Feedback Is Then Translated To Good or Bad Reputation For The Business
Online Reputation Monitoring- The Hotel
Industry• Hotel Guests Leave Feedback On Review Sites.
Example: TripAdvisor
My Hotel Room Was Very Dirty !!
• Hotel Management Receives Feedback, Issues Online Apology To Guest. No Effect !!
• Yet Another Bad Online Review For Everyone To See. Tarnish Hotel’s Reputation Further
Reputation Monitoring Restricts TheAbility To Act !!
Online Reputation Monitoring- Why Hotels Need
To Change• Watching Without Actually Doing Anything
• Inability To Act Means Unhappy Guests Remain Unhappy. Apologies Not Good Enough
• Process of Collecting Data To Action Taken By Hotels Takes Too Long - Too Little Too Late !
• More Negative Reviews By Unhappy Guests
• Negative Reviews Further Tarnishes Hotel’s Reputation.
So Why The Hype For OnlineReputation Monitoring ??
Online Reputation Monitoring-
A Surprising StatisticHotel Guests who have an unpleasant experience are more likely to write a review 22% of the time as compared to the mere 9% of positive experiences that get shared on review sites and social media !!
* It takes Just A Few Grumpy & Irate Guests With A Computer To Tarnish The Reputation of A hotel….And 22% Is A Lot !!
Online Reputation Monitoring- What Should Hotels Concentrate
On
Spending So Much Time Monitoring Social Media &
Review Sites ??
Spending Time On Hotel’sCore Competencies –
Making Guests Happier
Online Reputation Monitoring- A New Trend For Hotels
• Example: The ECO Tool
• Provides Real Time 1 on 1 Interaction Between Hotel Management And Guests.
Guest Leaves FeedbackStraight To Management
• Ability For Management To ACT Towards Guest’s Feedbacks On Site
• Guests Leave The Hotel Much Happier
Online Reputation Monitoring- A New Trend For Hotels
What Does Having Happier Guests Mean For Hotel’s Reputation? Simple…
Guests Leave The Hotel Happier
Less Negative Reviews & More Positive Reviews Appearing Online
Hotel’s Reputation Improves
Online Reputation Monitoring- Outcome For Hotel’s
Management• More Timely And Accurate Information/Feedback
Received
• Not Wasting Too Much Time On Online Reputation Monitoring
• Concentrating On The More Important Aspects Within The Hotel’s Operation – Guest Satisfaction
Eventually Leads To……
Better Strategic Decision Making By Hotel’s Managers
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