Nowadays, a hotel’s online reputation is taken more and more seriously. This is because, thanks to technological advances, users and potential customers are more interconnected than ever. Because of this hyperconnectivity, it’s now much easier to judge how good a hotel is based on reviews left by others. So much so that it’s estimated that Two out of every three travelers read hotel reviews before making a reservation, and about 93% of them say that online reviews and reputation influence their decision on whether or not to stay there.
As if that weren’t enough, various studies have shown that guests are willing to pay more to stay at hotels with a better online reputation. For these reasons, independent hotels must pay special attention to their online reputation, doing everything possible to ensure it is positive and long-lasting. Furthermore, since independent hotels are not affiliated with large chains, owners must take responsibility for managing their online reputation, as it will influence how guests perceive the property. Learn how to manage it with IHCS.
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Implement Strategies to Improve Your Independent Hotel’s Online Reputation
Of course, there’s no doubt that the most important factor in building a positive online reputation is providing quality service. However, this alone isn’t enough—it must go hand in hand with the implementation of various strategies. Below, you’ll find a description of each of these strategies and how you can put them into practice.
Ask guests to leave their reviews and comments about the hotel
Increasing the number of positive reviews and comments your independent hotel receives will help you improve online reputation of the hotel. To achieve this, the best approach is to ask your guests to leave a review after they check out of the hotel. You can do this by sending them an email, messaging them through the platform they used to contact the hotel (Facebook, WhatsApp, Instagram, etc.), or by encouraging them to participate on a hotel review site. Some independent hotels have even started using electronic devices at the front desk to make it easier for guests to leave their reviews when they check out.
Read and manage what users say about the hotel
It’s important not to take anything for granted and to read what visitors say about your independent hotel, both on your website and elsewhere (such as blogs, booking sites, and more). This way, you can effectively manage both the positive reviews and the criticism your property receives. Likewise, when it comes to criticism, it’s essential to acknowledge your mistakes, correct them, and provide solutions to the issues raised to prevent further negative comments in the future.
Respond to each comment and review in a personalized way
It’s important that no review or comment about your independent hotel goes unanswered—regardless of whether it’s positive or negative. Responding to each review helps strengthen your bond with customers. It also lets customers know that their opinion is taken seriously. Of course, it’s important that your responses be personalized, adjusting the tone to match each customer’s specific question or comment.
Stay Active Online
Many independent hotels make the mistake of launching a website or social media account and then leaving it inactive. And that’s a huge mistake that can significantly impact your online reputation. That’s why, to protect that reputation, your hotel needs to have a presence on social media—and on the web as well. Don’t let your hotel’s profiles lie dormant; instead, always seek to engage with users.
Combine online strategies with offline strategies
Of course, the offline world can also impact your online reputation. That’s why you should always aim to combine your online strategies with offline ones—such as partnering with local businesses and advertising in traditional media (print, television, and radio), among other approaches.
Use tools to monitor your online reputation
Finally, another important strategy for improving the online reputation of your independent hotel is the use of monitoring tools. You can use tools such as Google Alerts, Hootsuite Insights, Mention, Brand24, and Talkwalker. These tools will allow you to quickly identify comments posted about your hotel.
Together, all these strategies will help you not only improve your online reputation but also maintain it. This will undoubtedly lead to positive results for your business. Always remember that the advice of a specialized consulting firm such as IHCS can help you achieve the best results when it comes to managing your hotel’s online reputation.
