The evolving technology has impacted the growing hospitality industry. Along with these advancements, the Internet helps in shaping the customer’s decision when booking a hotel. With over 5.56 billion internet users, 8.2 billion people can access information online.
81% of customers before booking a hotel, read online reviews and rating which makes online reputation management the most important factor for improving your sales. For this reason, businesses should monitor online reviews and reduce the impact of negative reviews.
According to a study, reviews and ratings of an online travel booking website exceeded 8 million entries. By maintaining a strong and positive online reputation management, hotels attract more bookings, business, and seek more repeat customers and business. It also helps in spreading positive word of mouth.
According to a study, 84% of people consider reviews as trustworthy as a personal recommendation, and 72% of travellers have a habit of reading online reviews before selecting an accommodation or a hotel. In this article, we’ll learn why online reviews are important for hotels, strategies for online reputation management. Also, what are the future trends in online reputation management of the hospitality industry?
Why Are Online Reviews Important for Hotels?
Online Reputation Management in the hospitality industry helps create brand awareness, create and nurture relationships with loyal customers, and earn their trust. Quick response, providing a solution, social media engagement, etc, helps in enhancing the reputation of your business. According to a study, 60% of digital users use online customer reviews as a determining factor for making a purchase.
Also, with the advanced mobile marketing, travelers can use mobile marketing to see various online platforms where users share their experiences, express their opinions, etc. This helps them form an opinion about a hotel.
Therefore, not monitoring your reviews and online mentions can hamper your business and sales. At the same time, not responding to negative reviews can influence potential customers. All this makes review management an important element of marketing.
As most travelers search online for reviews, maintaining positive reviews helps boost your business. Online reviews also act as social proof that provides important insights related to the experience of the users. It also helps in enhancing your trust and credibility.
Online reviews influence customers’ booking and influence potential customers’ decision-making. It also enhances the trust and credibility of potential customers.
Hotels that have more positive reviews will rank higher in search engines, which further enhances their visibility. It also provided a competitive benefit to your business. The decision-making power
Hotels with a positive online reputation attract and retain more customers and influence customers.
Strategies for Online Reputation Management
Here are some of the strategies that the hospitality industry can use to enhance online reputation management.
- Online Presence: Monitor the online presence of your hotel on various websites such as Google Reviews, Yelp, etc. Also track social media mentions and comments. Use tools to set up alerts whenever a user mentions your name. Enhance the visibility of your brand on social media and engage directly with the users. Social media engagement helps in building trust and establishing a strong brand identity. It also helps in building strong relationships with the customers and gives a competitive advantage.
- Responding to Reviews: Respond to all reviews promptly, where you address their concerns and provide an effective response. You can personalize the response of every user by adding their names, etc. Always thank the user for leaving a review.
- Content Strategy: Create high-quality content that showcases their strengths and unique selling proposition (USP). Encourage customers to leave a review. Share customer reviews on the hotel’s website and social media channels. Maintain your brand identity and philosophy while creating content.
- Crisis Management: Develop a crisis management plan where you provide all the guidelines, like how you will respond and act if a crisis occurs. Always be transparent and honest in communication. Address the issues and inform your users of your intentions and how you will resolve them.
- SEO Optimization: Optimize the hotel’s website for search engines, so that whenever a user uses a relevant keyword, your website shows up. Focus on local SEO to attract users searching for a hotel nearby or in your location.
- Monitor Negative Reviews: Respond to negative reviews, address their concern, and resolve the issue. Never leave a negative review inattentive or delete it. If required, you can push the conversation offline and talk to them directly. Apologize for the negative experience and sympathize with the users. You can offer them some incentives in case of a negative experience.
Future Trends in Online Reputation Management for the Hospitality Industry
Modern technologies such as Artificial Intelligence (AI) powered sentiment analysis, predictive analytics, real-time monitoring, etc, will shape the future of online reputation management in the hospitality sector. By analyzing the user’s comment and all the information available online, AI-driven systems can provide an understanding of customer attitude and proactive action. Chatbots and automation will ensure that visitors’ enquiries are answered well and on time. Visual content, such as long-form videos and short-form videos, helps in grabbing the attention of the leads. Whereas Streams help you in interacting with customers in real time.
Hyper-personalization due to data analytics will help companies in customizing their offerings to different segments of the audience depending on their wants and preferences. Hotels should be flexible in handling their digital presence due to the rising impact of social media and influencer reviews. Maintaining a positive and strong online reputation will depend on the ability to adapt to these trends by hotel companies.
Hotels can manage and monitor their online reputation using technologies, tools, and actionable strategies that help in building trust, driving sales, and improving their reputation. This is an ongoing process. However, the image you present on a global platform can impact your hotel’s reputation and bookings. A strong review management strategy ensures that your website ranks higher in search engines. Which will improve your visibility and engagement. Lumia 360 provides digital solutions such as review management tools, digital marketing, etc. Our Review Management Strategies help in attaining a better rank in search engines and respond professionally. All these efforts will ensure that your hotel’s visibility and engagement rate increase.
Read Also: Reputation Management Strategies For Businesses: How to Manage and Monitor Online Presence
