Today we’re writing about something as crucial for a tourism business as its online reputation. The main reason we chose this topic is not only its importance—which, as we’ll see, is significant—but also the large number of questions and concerns we frequently receive about this aspect of management.
The need for a good online reputation stems from the rapid advancement of technology, a development that has taken many industries by surprise. This advancement has changed the way our customers—both loyal and potential—behave and interact with one another and with businesses. So we cannot ignore this reality, especially when we are in charge of an independent hotel or resort: without the backing of a major chain, your need to maintain a good online reputation—and to actively nurture it—becomes even more critical.
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Some statistics you should know
A study conducted by Cornell University concluded that a 1% improvement in online reputation contributes to a 0.89% increase in the average price and a 0.54% increase in occupancy at your property. Overall, this would represent a 1.42% increase in revenue per available room (RevPAR)). If you want to improve your financial results and not fall behind your closest competitors, you should start working on your online reputation today. Not only will this be beneficial financially, but it will also enhance your overall image as a tourism establishment. Therefore, doing nothing is not an option. If we don’t want to ruin the future of our hotel or resort, we have to start dedicating time and resources to building our online reputation.
Are other travelers’ reviews really that important?
Yes. In fact, they’re crucial when making a choice. According to recent studies, 81% of people consider reviews from other travelers to be important when choosing which hotel or resort to stay at during their vacation. Usually, They review between 6 and 12 reviews before making a final decision. Over the past year, this practice has increased by 5%, and this percentage is expected to continue growing. Photos uploaded by other travelers also play an important role for 73% of users of TripAdvisor, which are decisive factors when booking one hotel or another. Another interesting fact: 49% of the travelers surveyed They won’t book a hotel or resort if it doesn’t have any reviews. It is also a profile of very active user (46% post comments) and have no problem interacting via their cell phones (22% already use them to stay informed through these comments), which is something to keep in mind when managing response times.
Simple Ideas to Improve Your Online Reputation
Strategic plans
Develop a strategic plan . You must communicate, monitor, and manage opinions effectively, knowing what your objectives are.
Pay attention to the reviews
at
. Always read what your guests have to say. That way, you can make sure they have a great experience. Also, find out what your customers are saying about your property on other sites (forums, social media, blogs, other websites, etc.).
Respond to the reviews you receive
Respond. Even to negative reviews.
Provide personalized responses
Personalize your responses and always find the right tone for each customer and each question.
Error resolution
Accept your mistakes and fix them effectively.
Social media presence
Take care of your social media presence. Don’t keep profiles inactive or treat them like a bulletin board for your business. Social media is about people: interact with them.
Complement your offline strategy
Support your online strategy with other offline initiatives.
These are just a few ideas to help you get started with managing your online reputation. We also suggest that you read the articles we’ve written previously about social media and on web design , since both of these aspects are closely related to the topic we’ve been discussing today. In IHCS We can help you get started with your strategy to improve your online reputation—and do it in a way that delivers results. Contact us! And remember: an improvement in your online reputation will also translate into higher revenue. We hope you found this article helpful. We invite you to share your thoughts on it and to share it if you think it might be helpful to others.
