Undoubtedly, reviews play an integral role in the growth and successful operation of accommodations, as they largely determine the reputation of a business.
On the one hand, guests (both potential and actual) refer to reviews before making a reservation, and on the other, business owners use them as a tool to attract new customers. In fact, the power of reviews in today’s world is such that a negative review can go viral online, causing harm to a business’s reputation.
However, reviews, whether positive or negative, can also serve as a valuable resource for those looking to enhance their services and listen to the needs of their customers. When properly utilized, reviews can become a useful tool and a competitive advantage. But how can hotels take full advantage of all types of reviews for their benefit?
Mapping & Understanding Customer Needs
Each review is an open window into the needs of customers. Through comments, one can identify what works well and recognize areas that need improvement. Aspects that are positively highlighted by guests can be marketed as the accommodation’s strengths, while areas in need of correction can be improved to provide a better guest experience.
Leveraging Negative Reviews for Business Advantage
It is evident that a negative review is often accompanied by disappointment, especially when it relates to an unfortunate isolated incident in the guest’s experience. Nonetheless, a negative review can be just as valuable as a positive one. For instance, responding promptly to negative comments can reverse the visitor’s negative perception and regain their trust. Effective handling of complaints and acknowledging mistakes shows the business’s willingness to rectify any errors that may have occurred.
Linking Reviews with Marketing Strategy
Every positive review has the potential to serve as content for a business’s communication channels and should be integrated into the overall communication strategy. For example, if multiple reviews highlight the hotel’s exceptional view, this information can be used to create promotional materials that emphasize it. Additionally, positive feedback about service or facilities can be utilized to boost the hotel’s online image, attracting new guests.
Reputation Management Strategy
Part of a communication strategy involves the management of a business’s brand reputation. Ideally, hotels, like any other business, should have an established reputation management strategy. The key components should include immediate responses to reviews, appreciation for positive comments, and recognition of areas where the business needs improvement in order to correct them. A good reputation is built through prompt responses and thoughtful engagement with customers, especially in the case of negative reviews. A lack of response or poor management of a review can become a ticking time bomb that undermines the foundation of the business.
