Tag Archives: Trip Advisor

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?)

For more: http://bit.ly/1cgseQT

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Hospitality Industry Management Update: “The Good, The Bad, and Especially – The Ugly. Why Responding to EVERY Review is Essential to Your Reputation”

“Address the comment, validate their frustration, apologize for their poor experience, and find a way to make it better.feedback This will, of course, depend on what the grievance is exactly, but it’s probably an easy fix, and your response to the issue will be there forever for all future guests to see.”

Feedback, constructive criticism, or maybe just plain old criticism. Are you shuddering at the thought? If you are, stop, because though it may be hard to take sometimes, it’s essential to the success and well-being of your hotel. That’s right, criticism whether good, bad, or even ugly, is a necessary tool for you and your management team to have and to use. Without feedback, you’ll never know what you’re doing well, and what you could do better. Listening to all comments and responding appropriately and in a timely manner is one of the best tactics for hotel reputation management.

Regardless of whether your hotel has received a positive or negative review, you must give equal attention to both. Don’t be arrogant. Mistakes are made everywhere in life, misunderstanding and miscommunication happens no matter what. Therefore, never turn up your nose at a grievance, large or small. Many potential guests will judge a hotel’s customer service based on how the hotel responded to previous guests comments and reviews. Therein lies the true value of responding to all comments – to show future guests you have responsive management, that you care about your guests and any issues that may arise.

From our very own experience, here’s a quick list of best practices when it comes to responding to reviews

For more: http://bit.ly/19qiItu

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Hospitality Industry Management Update: “Reviews Increasingly Drive Booking Decisions”

The next step for the industry is taking those positive and negative reviews into account when setting rates. ratesreviews_featureMolinari said Las Vegas Sands isn’t quite there yet but noticed software developers are innovating in the space…Davis said she has developed her own metrics and is taking ratings and reviews into account when determining her price positioning, although she admits her process is a bit subjective and does not rely on a specific algorithm, such as a software program might.

Online reviews increasingly are affecting booking decisions, although not all traveler segments behave the same way, according to research and various industry sources.

Multiple studies recently have highlighted the importance of guest reviews and ratings in the booking funnel.

A study conducted by TrustYou and Donna Quadri-Felitti, clinical associate professor at New York University’s Preston Robert Tisch Center for Hospitality and Tourism, concluded that guest reviews have a significant impact on hotel conversion rates as well as the rates that travelers are willing to pay. Given equal prices, travelers are 3.9 times more likely to choose a hotel with higher review scores, the study showed. And when hotel prices are increased for hotels with better review scores, travelers are more likely to book the hotel with the higher score despite the higher rate.

For more: http://bit.ly/1wHkOuy

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Hospitality Industry Legal Update: “Lincoln City Hotel Sues for Defamation After Anonymous Person Posts Scathing TripAdvisor Review”

“…In March, the Oregon Court of Appeals for the first time took up the issue of whether Oregon business owners can sue people who post scathing reviews on Yelp, Angie’s List, Facebook or elsewhere.Image In its March ruling, the appeals court said the owners of an outdoor wedding venue could sue a wedding guest who posted a Google Review that included the statement that attending the event was ‘The worst experience of my life!’..”

Less than a month after an anonymous TripAdvisor.com user posted a very unflattering review of a Lincoln City hotel, the hotel has filed a $74,500 defamation lawsuit in an attempt to stop the reviewer from posting again and driving away business.

For more: http://bit.ly/Ty1L8Z

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