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Hotel reputation management can be difficult. Discover effective strategies to help you build your brand image and turn negative reviews into opportunities. Every hotel has an image it wants to create in the minds of its guests. But sometimes a small mistake can leave a negative impression on guests.
Before you know it, they're writing bad reviews about you all over the internet. Now the question is, how do you deal with negative reviews effectively? (use the moment to convey your values) and still be popular with guests/potential guests?
In this blog post, you'll find the answer you need! We'll provide you with actionable steps for hotel reputation management, best practices for dealing with hotel crises and building a positive image for your brand.
What is reputation management?
Reputation management involves several proactive steps: tracking reviews about your brand, promptly responding to reputation threats, and seizing every opportunity to build trust in your brand.
It's common practice for potential guests to read hotel reviews before they even set foot in the hotel. In fact, a recent study shows over 70% of Tripadvisor users read nearly 12 reviews before choosing a hotel.
Reviews and comments they find online play an important role in their booking decisions.
It's safe to say that a hotel's reputation is simply a summary of what people say about services and experiences they had at your hotel.
Recommendations for Hotel Reputation Management
Wondering how to maintain your hotel's reputation? The following strategies will show you simple but effective ways to maintain your hotel's reputation.
1.Take advantage of online reviews
Online reviews contribute significantly to a hotel's reputation. They serve as a helpful resource for travelers/tourists looking for a quality hotel accommodation.
A look at your hotel reviews on platforms like "Tripadvisor" or "Google Reviews" can either attract or deter potential guests.
That's why it's important to pay attention to reviews. Consider good experiences your guests have had, as well as bad ones. Respond promptly to both and assure unhappy guests of better service.
2.Use social media platforms
Social media is a cost-effective way to achieve effective reputation management. Engage your audience by sharing content tailored to their needs. It also gives you the opportunity to wow potential guests with the hotel's unique services and offerings.
Consider collaborating with influencers for special events or offers or run social media campaigns. This will help you attract attention and generate more bookings for your services.
3. Optimize website presence
Your hotel website is the face of your brand. Make sure it is visually appealing and easy to navigate. Also consider implementing SEO strategies to increase your website's visibility.
The website should also include all the important details about your hotel's unique services. As the saying goes, "You never get a second chance to make a good first impression," so make the first contact with potential guests count.
Invest in professional photography to showcase your hotel and its features on website. Make it so good that it creates a welcome in the hearts of potential customers.
Don't forget to optimize the size of your website for mobile and laptop use. It's also not a bad idea to include a tour feature that allows guests to take a quick tour of the hotel.
4. Foster a positive work culture
It is impossible for unhappy employees to provide exceptional customer service. A happy employee also makes guests happy.
Invest in creating a positive environment for your hotel staff. Activities such as staff "training programs", "team building events" and awards for exceptional performance create a positive work environment for employees.
Giving awards to recognize employees' work makes them feel seen and appreciated. This also impacts your bottom line.
5. Review your status/reputation
Take stock of your current situation. What is currently being said about you? Knowing where you stand in the market will help you identify strengths and weaknesses. (Why is this important to get reviews?)
6. Use reputation management tools
They help track reviews on platforms like TripAdvisor, Google, OTAs and social media. Collects feedback from different places and in one place.
7. Guest sentiment rating
Reputation management tools don't just provide information about guest experiences. They also analyze and rate guest comments based on how often they appear. So, comments that appear repeatedly have a higher score.
If a negative comment or complaint keeps coming up, it shows you that your guests need to improve your services. But if most of the repeated comments praise your hotel's services, then that's a strength you should build on.
8.Encourage your guests to leave feedback
40% of hotel guests are likely to leave a review after a great stay. But a whopping 60% see no reason to do so. Unless you ask and convince them.
A Bright Local survey shows that around 65% of consumers will leave a review when prompted.
Ask guests before they leave if they enjoyed their stay and if they would like to leave a review.
9.Respond to reviews promptly and professionally
Providing relevant and prompt responses shows that your hotel appreciates the feedback. It reflects well on your hotel.
It can be a hassle to respond to every review or comment that comes in. But by using AI tools to automate the responses, guests feel valued and you can leave a lasting impression on them.
10. Handle complaints professionally
When guests make negative comments or complain, don't brush them off because you're doing your best. Instead, admit shortcomings and apologize.
Then explain how you plan to resolve the problem, or perhaps recommend a "replacement," "refund," or new offer to compensate guests.
The Role of Hotel Staff in Reputation Management
Your hotel staff are the first point of contact with guests. They are key figures who influence how guests perceive your brand online and offline.
Therefore, it is important to equip your staff with the necessary tools and training to help them perform better in their various roles. If they provide the best to guests, you can bet they will receive rave reviews.
Create specialized customer service and guest relations training so your staff can perform their duties efficiently.
With proper training, hotel staff can develop a sixth sense for dealing with difficult personalities, complaints and hectic schedules. The goal is to ensure that they can meet or even exceed your customers' expectations.
How to Handle a Hotel Crisis Effectively
The best way to handle crises in hotels is to anticipate them. This sounds counterintuitive, but it is important to develop a proactive approach to crisis management.
Even if you have the best staff or service, a small oversight or issues beyond your direct control can lead to a major crisis.
Your hotel can create a welcoming atmosphere, but problems like theft or foodborne illness outbreaks may be out of your control. Imagine if news of a foodborne illness spreads. That will surely damage the hotel's reputation.
That's why it's best to have proper crisis management in place before problems arise.
Here's how to do just that:
- Anticipate potential reputation crises
Consider where your hotel's weaknesses lie and what crises are common in hotel services. Then create an action plan to deal with them promptly. Examples of common crises in hotels include accidents involving guests, data breaches, or employee strikes.
Preparing for a crisis is a great way to protect your hotel's reputation.
- Create a crisis communications strategy
Work with PR professionals to create a customized crisis communications plan. They will help you create a proactive crisis management action plan.
In addition, they offer media training for your managers. This training will help hotel managers respond effectively to potential media issues.
- Responding effectively to negative press or backlash
The first thing you should do after reading any negative press is to stay calm. Then, put your crisis communications plan into action (if you have one).
In your crisis communications plan, you should focus on honest and sincere communication. In the event of negative press or social media backlash, the first step should be to apologize for the wrongdoing.
Express in your apology that you will do everything you can to fix the problem and make sure it doesn't happen again.
If you are confronted with questions as a manager or representative of the hotel, remain polite and calm in your responses.
Conclusion
The reputation of a hotel brand can determine its success. Therefore, it is important to pay attention to activities that improve reputation management in your business.
Effective reputation management for hotels goes beyond reacting to customer reviews. It also includes proactive measures to quickly deal with unprecedented crises.