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Monitor, Download
& Save |
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Monitor reviews on all major travel
portals about your property. Download and save all
reviews every month. |
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Defend your reputation |
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If you notice negative
review about your property, immediately post
management response. |
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If the review is biased take
steps to remove it from Internet. |
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Get Positive
Reviews |
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Give information
to your happy guests about travel review websites.
Request them to share their happy experience. |
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Establish
Friendship |
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You
should try to establish direct, personal relationships
with relevant blog authors in an attempt to have
your properties discussed in a favorable light
(e.g. invite popular foodie bloggers to your restaurant’s
grand opening). |
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Monitor your competition |
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Reviews can serve
as a multi-dimensional snapshot of a competitors’
offering. |
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It can help you understand what
improvements need to be made at your property
as well as other changes that may help improve
guest satisfaction. |
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Most travel review sites allow
reviewers the opportunity to individually
rank key concepts, such as Value, Room Comfort,
Service, Cleanliness, and many others. |
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By analyzing your property’s
score in these specific areas against a competitor’s,
you’ll be better able to identify your
property’s strengths and weaknesses
in comparison to your competition. |
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Uncover the pattern |
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By
consistently analyzing TGC and comparing
it to historical TGC data, you can uncover
patterns and common themes concerning your
hotels. These insights can be used to make
important operational changes and uncover
new marketing opportunities. |
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Create Review Section On
Your Website |
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It
will be a good idea to create a review and
rating section on your own website. This
will give you greater control in maintaining
your reputation. |
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Improve your hotel operations |
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From
an operations standpoint, TGC can uncover
everything from an unfriendly front desk
staff to a leaky air conditioner that a
guest never reported during their stay.
Reviews can an amazing source of feedback.By
heeding the complaints and suggestions found
in these reviews, and fixing the source
of the problem at the property, you can
improve your property’s ranking on
these sites as well as its overall reputation
online and offline. |
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Understand Your Strengths |
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From
a marketer’s perspective, TGC can
be seen as a free, qualitative study or
survey about one’s property -- extremely
valuable information that is usually very
difficult and costly to obtain. |
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By analyzing this TGC data,
questions may arise concerning your current
marketing efforts. Do your marketing and advertising
plans stress the strengths of your hotel that
consumers really care about? Do you know what
amenities your competitor lacks, and are you
promoting your comparative strengths? |
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Hotel review analysis is not
just about finding problems and addressing
them; it is also about uncovering strengths
and maximizing them. A competing property
might be getting slammed with negative reviews
concerning its lackluster continental breakfast,
while your hot buffet wins repeated rave reviews.
This amenity advantage should be exploited
in marketing communications. In another scenario,
a repeat customer might mention that their
family visits your hotel every year for a
family reunion. A savvy hotelier can take
advantage of this remark by contacting the
visitor directly with a personalized package
to reward their loyalty. |
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