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Hotel reputation: what role do social networks play?

Hotel reputation: what role do social networks play?

Hotel reputation has been and is one of the most relevant parts for owners, hotel owners and operators. Thanks to the use of social networks, consumers can comment on their experiences, a key factor that can affect the reputation of the establishment. HOW DO WE ANALYZE THE REPUTATION OF A HOTEL? Hotel Marketing is constantly […]

Hotel reputation has been and is one of the most relevant parts for owners, hotel owners and operators. Thanks to the use of social networks, consumers can comment on their experiences, a key factor that can affect the reputation of the establishment.

HOW DO WE ANALYZE THE REPUTATION OF A HOTEL?

Hotel Marketing is constantly changing as a result of new business models in the sector and the increase in Internet reservations. Hotels increase their sales possibilities by updating themselves with the new rating and review systems of Google and other hotel comparators such as TripAdvisor.

ONLINE REPUTATION OF YOUR HOTEL

In recent years there has been a large increase in the number of hotel chains seeking hotel advice, specifically in the online part and others that seek the help of an external company, expert in analyzing the operations of a hotel in order to provide a good diagnosis to improve service and reputation.

Independent hotels were the first to recognize the power and influence of sites like TripAdvisor, and many of them are already actively managing their hotel reputation, through so-called “feedback” and management tools like ReviewPro.

By responding to feedback on their customers’ experiences, hotels see a high level of performance in terms of customer satisfaction and revenue.

The web positioning of a hotel can be affected by:

  • Negative reviews on the different hotel opinion platforms such as TripAdvisor
  • New Hotel Marketing techniques from the competition
  • Mobile applications for portals and travel agencies
  • Google Maps and Local Search

WHAT ROLE DO SOCIAL NETWORKS AND CRMS PLAY?

There are many possibilities that Social Media offers us, since platforms have been created so that travelers can communicate with each other, consult trip information and get advice from other users.

Twitter or Facebook are double-edged swords, if hotels do not know how to monitor the information that reaches them, they will not know how to respond correctly, and ultimately they will not know how to give a response that demonstrates certain care and follow-up. The comments we found are a direct reflection of how the hotels meet or do not meet the customer’s expectations once they have enjoyed their stay.

CRMs are evaluations that go to a database to later evaluate the service, therefore after having the results as a reference we can make an action plan that helps us increase our reputation and with it achieve:

  • Greater knowledge of the market
  • Better understanding of customers
  • Customer loyalty
  • Market segmentation

IMPORTANCE OF HOTEL REPUTATION IN SPAIN

The hotel industry in Spain is conservative by nature, and has been slow to take the step to grow in the online sphere. Currently, hotels are focusing on the so-called “word-of-hearing”, on effective communication with the client and taking the dissatisfied client as a reference as an opportunity to build loyalty.

It must be taken into account that the client is changing:

  • Seek greater integration with the destination
  • Want to live experiences
  • Environmental awareness
  • Shorter stays but higher daily expenses
  • Increase in online purchases

This is important for Spain due to its popularity as a consolidated tourist destination, therefore, a large number of the population looks at the comments on the different platforms to plan their trips because this way they have an idea about the time, money and the desired relaxation that awaits you on your vacation.

Large companies tend to take a well-defined approach to reputation management, involving all employees, listening to opinions and constantly trying to impress their guests. In fact, with the commitment to online management the results have been very good, since hotels from large hotel chains dominate the success lists in the TripAdvisor popularity index.

This positioning helps drive high demand, while at the same time saving on marketing expenses, so we can say that the hotel industry has re-emerged and renewed itself.

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