Tourism Industry News

Handling Online Reviews - Best Practices

01/09/2009 16:32

Although the hospitality industry is still in the beginning stages of figuring out how to master the exciting potential of social media, it is clear that the role of user-generated reviews is exploding and that consumers are wielding more power. The pace of this change has certainly caught many hotels off guard.


A recent survey conducted by Market Metrix and TripAdvisor found that 85% of hotels have no guidelines for monitoring, responding to or acting on guest reviews. Perhaps this lack of direction explains why, according to TripAdvisor, only 4% of negative reviews are responded to! It’s critical for hotels to regain control and take the appropriate action.


Consumers say when a company responds to a review, it puts the company in a favorable light (Compete Inc., 2007). Our own research shows that responding to customer issues can improve a guest’s likelihood to recommend and return by 20% or more. This leads to word-of-mouth referrals which can represent 40% or more of a hotel’s customer mix. If hotels don’t respond, the dynamic of negative feedback can build into a huge wave of consumer defection.


Get the full story at: HotelSource




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