Review sites have been popping up all over the internet and they have been a great asset to both businesses and consumers. Consumers use online review sites to share their own personal thoughts and feelings on products or companies as well as to read the reviews left by other people in order to influence their purchasing decision. Businesses can use review sites to gain valuable insight into how their customers feel about their company. While every business should utilize review sites, it’s extremely important for hotels to follow what is being said on these sites. Hotels.com and TripAdvisor are two of the most popular hotel review sites used by consumers, and the following are three reasons why hotels need to know what’s being said.
1. You can provide the right information.
If you’re not monitoring what’s being said about your business on review sites, then you probably don’t have your business claimed on these sites. This is not good for your business. When you claim your business page on review sites, it allows you to update your profile with information about your business, such as location, amenities, pictures and links to other websites.
If you don’t claim your business page, a customer has the ability to post this information for you, and they could end up providing the wrong information, which could hurt your business. For example, if the customer left the wrong web address or phone number, it could be hurting your sales. When you claim your page, you can make sure all the information provided on your site is correct.
2. Hotels can learn what your customers think.
By monitoring what’s being said about your hotel, you can learn exactly how your customers feel about your facility. You can learn what about your hotel makes them want to come back, and this can help you to know what your hotel is doing right.
You can also use review sites to find out what your customers don’t like about your hotel. For example, you may find that multiple customers have left complaints about your staff members or an unclean pool. You can then use this information to address these negative issues, and by fixing what your customers don’t like, you can entice them to come back and visit you again.
3. You can stop negative PR before it goes viral.
Just because you’re not monitoring review sites doesn’t mean that your customers aren’t using them to share information about you. While these reviews could be good, they could also be bad. If you leave a negative review unanswered for an extended period of time, it could frustrate the customer even more, which could lead them to spreading their frustration on multiple channels. If this occurs, the negative review will go viral, and you’ll be stuck with a PR nightmare.
When you monitor these channels on a regular basis, you will be able to respond to these reviews in a timely fashion, which can help to alleviate the situation before it spreads.
Steven Peters is a hotel manager and avid blogger. He has recently been sharing insights and advice for travel company review monitoring tactics.