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Hotel Reputation Management: 4 Easy Hacks to Master It



Every hotelier is concerned about the phrases "review" and "reputation." Getting feedback is a challenging task. You or a member of your staff should always ask a departing guest, "How was your stay, Sir/Mam? Would you kindly write us a review? Now, the Internet reputation of your hotel might be made or broken by this review. Possibly asking yourself, "Really?" In general, hoteliers believe that customers only read favorable evaluations. However, it's merely a myth. Along with positive evaluations, customers look at how the hotel handled complaints from guests. Your hotel's internet reputation has a direct impact on how many rooms guests choose to reserve. I advise you to spend 10 minutes reading this site. It will give a better insight on hotel reputation management.


WHAT IS THE ONLINE REPUTATION FOR HOTELS?

The online reputation of hotels can vary greatly and is largely influenced by customer reviews and ratings on websites such as TripAdvisor, Booking.com, and Expedia. Factors that can affect a hotel's online reputation include the quality of service, cleanliness, location, value for money, and overall guest experience. A hotel with a positive online reputation is likely to have higher bookings and better business, while a hotel with a negative reputation may struggle to attract customers.


HOW IS A HOTEL’S ONLINE REPUTATION MEASURED?

There are 2 ways to measure a hotel’s online reputation.

  • Net Promoter Score (NPS)

  • Natural Language Processing ( NLP)

Net Promoter Score (NPS) is a customer satisfaction and loyalty metric that measures the likelihood of customers recommending a product or service to others. It is calculated by asking customers to rate the likelihood of them recommending the product or service on a scale of 0-10.

The score is determined by subtracting the percentage of detractors (customers who rate 0-6) from the percentage of promoters (customers who rate 9-10). The result is a number ranging from -100 to 100 that indicates the overall satisfaction and loyalty of customers.

NPS is commonly used by companies to gauge customer satisfaction and loyalty and to track changes over time. It can also be used to identify areas for improvement and to measure the impact of customer experience initiatives. While, NLP is an algorithm based on artificial intelligence (AI) that determines the reputation score. Here, the report is created using guest sentiments rather than ratings. Examples of terms with a negative connotation include pathetic, bad, worst, horrible, and so on. Thoughts that are positive in nature, such as "wonderful," "excellent," "good," "decent," and similar expressions, are indicators of a favorable assessment. For accurate reputation scores, several hotel reputation management systems combine the two methods.


WHAT IMPACT DOES HOTEL REPUTATION MANAGEMENT HAVE ON RESERVATION?

You need to be aware that your booking flow and the reviews are interrelated. Similar to this, your hotel's reputation score directly correlates to how much money you make online. It determines how well your property is ranked among different OTAs. A high reputation score raises your ranking in search results and increases your visibility on online booking platforms. While a low score results in a lower ranking and no customer visibility. It is clear that customers are more likely to choose a property from the first 10 to 15 search results. If your hotel isn't on this list, it's probably because of the low number of reviews and bad

management. This eventually results in the development of a bad brand image.

Based on the research, “ The majority of respondents (79.4%) care about presenting a positive image of hotels, and they are quite unhappy if the hotel has a bad reputation(70.6%). In addition, they advise their friends to visit or conduct business with their hotels.” This demonstrates that a negative online reputation might result in a loss of 70% of bookings for customers. This volume seems rather high when you compute it even for a single day. Consider this on a yearly basis. It sounds frightful, yes? So now you are aware that poor hotel reputation management significantly impacts your company's bottom line.


WHAT ROLE DOES REVIEWS PLAY IN MANAGING A HOTEL’S REPUTATION?

Reviews play a critical role in managing a hotel's reputation, as they provide valuable insights into the customer experience and can greatly influence the perception of potential guests. The following are some of the ways in which reviews impact hotel reputation management:

  1. Online reputation: Reviews and ratings posted on popular travel websites such as TripAdvisor, Booking.com, and Expedia can significantly impact a hotel's online reputation.

  2. Customer feedback: Reviews provide valuable feedback that can be used to identify areas for improvement, increase customer satisfaction, and enhance the guest experience.

  3. Search Engine Optimization(SEO) : Positive reviews and high ratings can improve a hotel's search engine rankings, making it easier for potential guests to find the hotel online.

  4. Word of mouth marketing: Positive reviews can lead to increased word of mouth marketing, as satisfied guests are more likely to recommend the hotel to friends and family.

  5. Trust Building: Reviews and ratings can help to build trust with potential guests, as they provide a more reliable source of information than hotel descriptions and marketing materials. Overall, reviews play a critical role in managing a hotel's reputation and can have a significant impact on bookings, customer satisfaction, and the overall success of the hotel.

HOW CAN YOU BECOME AN EXPERT IN MANAGING HOTEL REPUTATION?

It's time to consider how you could improve your internet reputation now that you have a better understanding of it. I've provided a list of some simple strategies you can use to achieve better results.

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