Because of the explosive popularity of Review sites like Tripadvisor, Yelp.com, Hotelchatter, Travelpost, Frommers, Fodors, About Hotels/Inns/Resorts, or my new favourite UpTake.com etc……Reviews here to stay!
As hoteliers, if you are a PR pro promoting a Hotel; boutique, independent, brand etc, you should have been on these Review sites yesterday.
When you search for Hotel and Accommodation service oriented businesses on search engines, hopefully your own website is first. More than likely your business listing appears on one of the popular search sites and when you click on your entry, you will see multiple reviews. If these reviews are good, congratulations! How about rewarding some of your best reviewers with thanking them for their review? And if the reviews are bad…. Well, that’s why it’s vitally important to track your reputation on popular Review sites.
It was almost three years ago when a couple of business travelers from the Northwest walked through the doors of the old Double Tree Club Hotel in Houston. Little did the hotel know they would become famous for delivering a terrible hotel experience. Months after the event Snopes did a story chronicling the events (yes this really happened) and their aftermath. The power of the Internet rides again!
As hoteliers we are not helpless in situations like the business duo from the Northwest in Houston faced. If customers have an honest complaint about a hotel there are places they can go and vent, that will force their complaints to be heard.
Whether a potential customer is looking you up through a search engine, checking out what people are saying about you through social media channels or reading reviews posted on an online retailer’s website, bad publicity can realistically follow a company everywhere it appears online.
Be Proactive by creating an account on the main Review sites and maintain your business. Add value to your listing, add photos and business information, interact with reviewers where possible and respond to bad reviews and any complaints quickly and thoroughly as they come in.
The worst thing to do with a bad review is to try to replace it with a fake good review. Offering customers discounts or freebies in exchange for a five star review is underhanded tactic and waste of time. The best way to maintain a good rating is to offer great service.
If you show that you have listened to their complaint and rectified the situation. Continue to do a good job and positive reviews will eventually wash a negative review or three away.
