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Check-In to Success: Reputation Management for Hotels

Hotel Reputation Management

Imagine this: While running a hotel, you aim to attract dream vacationers. Potential guests can’t physically inspect rooms, so what seals the deal? Real-time feedback from fellow travellers.

Let’s look at a powerful fact – a whopping 79% of people when presented with two identical properties, opt for the one with the higher rating, as revealed by Tripadvisor. If that doesn’t underscore the importance of reputation management, here’s more food for thought: a single negative online article can put a quarter of your potential guests off.

Now, here’s the twist: You might not have full control over what people say about your hotel online, but that doesn’t mean you can’t steer the ship. An impeccable online reputation isn’t just about bragging rights; it’s the key to enhanced visibility, a steady flow of new and repeat bookings, and maintaining a thriving bottom line. Welcome to the world of why Reputation Management is Absolutely Crucial for Hotels.

What is hotel reputation management?

Hotel reputation management encompasses the strategies and resources employed by hotel owners to oversee, respond to, and elevate the online perception of their establishment, services, and brand.

Tips for Impeccable Online Reputation Management:

Here are seven essential tips for effective Online Reputation Management (ORM) in the hotel industry. While there are numerous approaches to strengthen your online presence, these key methods should be an integral part of your ORM strategy.

Optimize for Search:

  • Google Dominance: Most guests start their hotel search on Google. Your goal is to not only appear among the top search results but also look good when users search for hotels in your area.
  • SEO is Crucial: Optimizing your website for search engines is vital for managing your hotel’s reputation.
  • Build Authority: Create engaging, original content that’s relevant to your target audience to earn referral links from other websites, boosting your authority.
  • Keyword Optimization: Conduct keyword research to optimize your content effectively.
  • User Experience Matters: Google considers user experience when ranking websites, so prioritize fast loading times, mobile-friendliness, and secure pages (HTTPS).
  • Google Search Console: Add your “hotel website” property on Google Search Console (GSC). This tool helps you monitor and enhance your site’s performance.
  • Up-to-Date Information: Maintain current and accurate information on your website. Provide a seamless booking process to offer guests a positive user experience.

Maximizing Exposure

  • OTAs (e.g., Booking.com), Review Aggregator sites (Agoda, TripAdvisor), and Google My Business (GMB) boost your business.
  • They bring more customers, increase bookings, attract the right guests, and improve rankings and reviews.
  • Collaborate with these sites, and maintain consistent NAP (Name, Address, Phone Number).
  • Fill in all business details, add high-res photos, and provide info about amenities.
  • Optimize GMB, Review Aggregator, and OTA profiles with updated information for a seamless guest experience.

Prioritize Social Listening:

  • Real-Time Insights: Reputation management means staying in the know. Use social listening tools like AiPlex Bridge to track what people are saying about your hotel online in real-time.
  • Immediate Response: Act swiftly when you discover user-generated content related to your hotel. It’s an opportunity to engage with your audience, share their content, and address their concerns promptly.
  • Active Presence: Show your audience that you pay attention to them by responding promptly. Share positive feedback on your social media channels to boost your hotel’s online reputation.
  • Encourage Engagement: Sharing positive reviews encourages others to leave their feedback and spread the word about your hotel on their own social media accounts.

Send Automated Feedback Surveys:

  • Personal Invitation: Guests are more likely to share their experiences when personally invited. Send automated customer feedback surveys to gauge guest satisfaction before asking for a review.
  • Genuine Feedback: These surveys allow guests to provide honest feedback, giving you insights into their stay.
  • Prevent Negative Reviews: Address any guest concerns before they end up as negative online reviews.
  • Strategic Approach: Be discrete on when to request a review and when not to.  This could prevent potential negative reviews from unhappy guests.
Hotel Online Presence

Prioritize Positive Reviews

  • 93% of people use online reviews to choose hotels, and 53% won’t book a hotel without reviews.
  • Appeal to Millennials: User-generated content, like reviews, significantly influences millennials’ decisions (68% trust peer reviews, 53% are influenced by user-generated content).
  • Actively Collect Reviews: Request reviews from past guests and tour planners to build a strong online presence.
  • Utilize Review Sites: Establish a presence on platforms like MakeMyTrip, Agoda, TripAdvisor, and Google Reviews to showcase your hotel.
  • Encourage Staff Participation: Train on-site staff to ask for reviews, especially if they’ve made a personal connection with guests.

Effective Social Media Strategies:

  • Social Media Consistency: Maintain a consistent presence on social media to engage with your audience regularly.
  • Brand Tone: Keep your social media content in line with your brand’s tone and message across all platforms.
  • Build Relationships: Use social media to connect with potential guests.  Build interactive relationships much before they become your guest.
  • Video Engagement: Post videos to boost engagement; many customers prefer learning about products or services through video.
  • Exclusive Content: Share behind-the-scenes content and exclusive glimpses to keep your audience engaged and interested.
  • Local Partnerships: Partner with local businesses and organizations to showcase the unique attractions in your area.

Conclusion :

While managing a hotel’s online reputation seems easy-peasy, there is more to it than meets the eye.  A professional ORM team aided with an efficient social listening tool and a thorough understanding of the online space could make all the difference.  We have been managing the online reputation of some of biggest names in the Edtech, Fintech, Hospitality, Marketplace sectors and have an in-house premium SaaS ORM tool AiPlex Bridge; the only ORM tool you will ever need to build and maintain a pristine online reputation for your hotel.  Do buzz us, we will connect with you.