guest reviews and its impact on the hotel industry
DESCRIPTION
Hotel managers often use social media and review sites such as TripAdvisor to obtain guest reviews on hotels they have stayed in. Most managers would notice the negative reviews often outweigh the positive reviews. Why is that? Well it simple, Unhappy guest that leave the hotel are going to remain unhappy. In short plain monitoring and replying to guests reviews and feedback with apologies on these sites is not going to do any good. Just observing and not acting can only help hotel management so much. So what can managers do?TRANSCRIPT
Guest Revie
ws&
The Hotel Indust
ry
The Common Practice• Questionaires
• Online Review Sites
• Face To Face Interaction
Are They Really Effective ??
WHY ?
LimitationsCan Respond To Reviews
But Not Change Them
• Guests Provides Negative Review
• Manager Apologizes
• Unhappy Guests Remain Unhappy. (Apology No Effect)
Limitations Cont’dReviews Are Never
Received By Management
• Hotel Staff Receives Negative Review From Guest
• Hotel Staff Does Not Forward Review To Managers
• Managers Remains Clueless
Clueless Management
• Not Hearing To All There is To Hear
• Managers Won’t Know Their Guest Well Enough.
• If Managers Don’t Know, How Can Improvements Be Made ??
Other Limitations• Inability To Act In Time
• Inability For 1 on 1 Interaction Between Guests and Managers
• Rating Sites Like TripAdvisor Links To OTA Sites Instead Of Individual Hotel’s Booking Sites. (Loss Of Revenue)
Guest Review - A New Approach
Example: The ECO Tool • The Ability To Act In Time
• Responding To Guest Needs On Site
• Guests Leave The Hotel Happier
Guest Review - A New Approach
Example: The ECO Tool
Skips The Middle-Man. Reviews/Feedbacks Goes Straight To
Management
Opens A 1 on 1 Communication Channel With Guests
Talk Directly To Unhappy Guests
Guest Review - A New Approach
Example: The ECO Tool Guest Receive Rewards For
Feedback.Example: Discount On Next Visit
Encourages Direct Bookings With Hotel. Eliminates OTA Sites
Personal Experience - The Final Outcome
• Overall Increase In Positive Guest Reviews.
• Management Knows Each Individual Guest Better
• Increase Revenue For Hotel Due To Increase In Direct Hotel Bookings
