Tag Archives: Travelers

Hospitality Industry Management Update: “5 Ways to Improve Responses on TripAdvisor”

Leisman cited data form a Phocuswright poll of the TripAdvisor community of travelers that found 84% of U.S. users agreed that an appropriate managementonline engagement response to a bad review “improves my impression of the hotel.” Six of 10 users (62%) said seeing hotel management responses to reviews generally “makes me more likely to book it (versus a comparable hotel that didn’t respond to travelers).”

It’s funny observing the disparate number of policies hoteliers employ regarding reviews on TripAdvisor. Company A insists on responding to every comment, while Company B tells its managers to reply only to the bad. Company C takes a different tact entirely: It doesn’t respond to any.

Those are the broad buckets. Nuances and further variation exist at each stage along the spectrum. And each company that employs them insists theirs is the only and obvious approach.

Some variety might be warranted. One hotel is often not like the other, so I understand a degree of unique plans that appeal to unique bases of demand, product offerings and location types.

But clearly there are some hoteliers who, despite their best intentions, are engaging with guests on TripAdvisor in a manner that could prove potentially harmful to further review rankings and thus future bookings.

In cases such as these, I find it’s best to go straight to the source for the prescribed best practices. In this case, that would be TripAdvisor—or more specifically, Heather Leisman, business VP of industry marketing.

This topic was top of mind for her. TripAdvisor recently released a report which examined why travelers write reviews. The top reason? “To share useful information with others” and because “they find reviews helpful, so they want to give back.” (Who knew the TripAdvisor online community was so altruistic?)

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Filed under Employee Practices, Guest Issues, Hotel Industry, Management And Ownership, Social Media

Hospitality Industry Management Update: “Hotels’ Lessons For Marketing to Multi-Generational Travelers”

“The marketing world is getting older and younger all at the same time but not in all the same places. The demographic picture is like a two-humped camel: a large group of Boomers (born 1946-1964)IMG_4934 and Millennials (born 1982-2000). The big opportunity for brands is strategically managing both of these groups at the same time. That applies to any number of stay occasions, including multi-generational trips together.

As summer inches closer in the U.S. so do the waves of grandparents and their families ready to relax and flex their spending power on vacations.

Multi-generational travel already has a strong showing at hotels and destinations around the world and if the 80 million people who will be considered older Americans by 2020 are any indication, this market will undoubtedly continue to flourish.

One Hotel’s Strategy 

Preferred Hotels and Resorts, previously Preferred Hotel Group, released the results of its national survey in December on U.S. multi-generational travelers. The findings emphasize that even though hotels need to think of this market holistically, the way properties communicate with the various generations should be differentiated.

“Millennials, for example, don’t want to feel like they’re being specifically marketed to,” said Lindsey Ueberroth, president and CEO of Preferred Hotels and Resorts. “This market stays longer and spends more. Grandparents are the ones who are paying for these vacations but it’s the millennials who are influencing where they’re going.”

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Hospitality Industry Management Update: “Hotel Loyalty Programs: No Longer Just About Building up Points, Status”

“Turning casual visitors into active loyalists may be easier said than done, as travelers expect services traditionally considered perks to now be a standard part of the hotel experience.Loyalty Program For example, the study revealed that for frequent traveling millennials, free WiFi ranked with cleanliness and comfort as a top three hotel attribute—not a perk, but as an expected basic.”

Two-thirds (66 percent) of millennial high-frequency travelers rate “unique rewards” as an important factor when choosing a hotel loyalty program, compared with just 43 percent of their older counterparts, according to a new Deloitte study, Winning the Race for Guest Loyalty.

“Our study indicates that customers will wait and see which program will provide them with the greatest rewards before they start to behave loyally, but they will not wait for too long,” said Guy Langford, vice chairman, Deloitte LLP and U.S. Travel, Hospitality and Leisure practice leader. “The race is on for brands to provide swift gratification, particularly for the savvy millennial travelers, who are quick to share their positive experiences or broadcast their discontent over their social networks, and who are acutely aware of the rewards that come to loyal customers. As such, the brand that locks in the customer’s loyalty first and wins that race is the brand that wins that customer, and potentially their loyalty, for life.”

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Hospitality Industry Social Media Update: “Modern Hospitality: Social Media With A Smile”

Change is not always a good thing, but for the hospitality industry, it has proven to be great! Those companies, who are adapting to social media and developing a strategic plan, are experiencing a return on investment. Facebook, Twitter, YouTube, and Foursquare are among those mentioned as outlets used to: engage customers, handle requests and inquiries, offer direct promotions, and gauge customer experience. Check out the infographic presented by besthospitalitydegrees.com, to learn more about the impact of online reviews and mobile devices within the hospitality industry.

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Filed under Guest Issues, Hotel Industry, Management And Ownership, Social Media