Years ago, people asked friends, family, or even co-workers for recommendations on the best hotels. Those days, however, are over. Most people turn to online reviews to read what other guests have to say, and they take that feedback seriously. A less-than-stellar review can wreak havoc on a hotel’s reputation, while a long list of glowing reviews can have guests booking rooms at lightning speed. Today’s travelers trust online reviews just as much as the recommendations that they asked for in the past, so in this article, we will discuss how hoteliers can turn feedback from guests into profit.
How Can Online Reviews Lead to Profit?
Reviews are almost like advertisements for a hotel. Sites like Google Reviews, TripAdvisor, Booking.com, and Expedia all promote amenities, staff, and even the cost and location of various hotels. Hoteliers should always be sure to claim their hotel’s page on each site, ensuring that all information is correct. Add plenty of photographs that accurately showcase the best features of the hotel.
Why Are Online Reviews So Important?
Online reviews are responsible for a guest’s overall perception of a hotel. They drive bookings and boost revenue, and potential guests often use reviews as a deciding factor when choosing whether or not to book a certain hotel. In fact, more than 80% of people check out reviews before booking a place to stay.
How Do Reviews Influence Guest Booking Decisions?
Hoteliers need to remember that not every guest will leave a review, and those who have had a negative experience are more likely to leave one than someone who had a wonderful stay. Only 40% of guests will leave an exceptional review, as opposed to the 48% that will leave a negative one. Since travelers read an average of 6-12 reviews before making a decision, it means that hotels must work even harder to influence guests to write a comment that will convince future customers to make a reservation.
How Hoteliers Can Manage Their Online Reputation
Hoteliers must monitor and manage online reviews at all times. Quick and professional replies are key, and it shows that the hotelier cares about their reputation. Alerts should always be set up, so you know when there is a new review.
- Be sure to have a schedule for checking online platforms.
- Promptly reply to all reviews, both good and bad. Acknowledge any guest concerns, and outline steps that will be taken to address issues. For positive reviews, be sure to thank the guest.
- Always make sure to encourage positive reviews. Ask satisfied guests to leave reviews on various platforms and offer incentives for those who do. Also, send post-stay reminders.
- Participate on social media platforms, replying to comments and messages. Showcase positive guest experiences.
- Constructively address any negative feedback. Remember not to get defensive and that there are two sides to every story. First, apologize for any shortcomings, and demonstrate a commitment to guest satisfaction.
- Make sure that all staff is properly trained since exceptional guest service directly impacts guest reviews and the hotel’s reputation.
Using Metrics To Gauge Satisfaction
Analyzing online reviews is one of the best ways for hoteliers to gauge guest satisfaction, know what is being done right, and identify anything that is hurting the hotel’s reputation. Focus on metrics like overall rating and pay close attention to category-specific scores. Detailed ratings for things like cleanliness, room quality, staff service, location, amenities, and value are vital.
Hoteliers should also pay close attention to the percentage of both positive and negative reviews. Every hotel should aim for a high number of positive online reviews and comments, ideally averaging a percentage in the high 80s to mid-90s. Anything lower than this, especially if guests seem to be complaining about similar issues, certainly indicates a problem.
Another important metric to consider is the volume of reviews that are left. This is a clear indication of guest engagement and visibility. Take into consideration the source analysis by comparing feedback across different platforms. Metrics should be consistent across all sites. Also, keep an eye on the Net Promoter Score (NPS) to identify those guests who are likely to recommend the hotel based on their own experience and the Customer Satisfaction Score (CSAT), which uses specific questions within reviews to gauge satisfaction.
How Does Timing Impact a Hotel Review?
The timing of a review is almost as important as the review itself. Recent reviews are generally considered to be much more credible and have a greater influence on potential guests who may stay at the hotel soon. Hoteliers can maximize the influence of reviews by encouraging guests to leave positive feedback within 48 hours after their stay, and by immediately addressing any negative reviews. Future guests tend to rely more on recent reviews for accurate details when deciding whether or not to stay at a particular hotel, meaning that these reviews can have a much greater impact on those that are months, or even years old. If these guests see several positive reviews close to the time, they are considering booking, it will make them more likely to choose that hotel.
How Can Hoteliers Capitalize on Timing?
Hoteliers should always take the time to effectively capitalize on the timing of reviews by using automated systems to send review requests, offering incentives, such as loyalty points, for guests who leave reviews within a specific timeframe, providing the opportunity for guests to share positive feedback with hotel staff before checking out, and by always analyzing recent reviews to identify and address areas that need improvement.
The Importance of Taking Guest Reviews Seriously
Turning online reviews into profit can be easy when hoteliers are actively taking the right steps. It is important to remember just how much of an impact online reviews can have, so don’t just read them – take them seriously. An excellent online reputation ultimately leads to more bookings and more profit, so always make sure that your reviews are working for you.
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