Hotels can boost their reputation in social media

Respond quickly, with a personal touch, but remain professional
Managing a hotel’s reputation by replying to positive and negative guest reviews on social media sites like TripAdvisor is time consuming, but HotelNewsNow recommends a few tricks.
According to a Lodging Interactive report, 56% of hoteliers respond to reviews posted on TripAdvisor and 17% on Expedia. The first point is that hoteliers should respond as soon as possible, preferably within 24 hours.
Responding is proven to have a positive effect on occupancy. At Best Western properties that respond to at least 50% of social reviews, occupancy grows by an average of 6.4% – much more than those that mostly ignore online reviews.
In replying, operators must be very service-oriented, acting the same way as when a guest comes to the front desk, giving him or her options if there is something wrong. Responses should have a personal touch but remain professional.
Hotels should reply in some way to all guest reviews, positive and negative. Those replying should be able to put themselves in the shoes of the guests. Replying should be part of the hotel’s professional culture, and operators should take responsibility for whatever guests are writing.
[pictured: Suite at InterContinental Nha Trang, Vietnam; courtesy IHG]


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