Latest Reputation Trends Impacting the Hotel Industry

By R.J. Friedlander Founder & CEO, ReviewPro | July 24, 2011

While attending The LeWeb Conference in 2005, I became convinced that user generated content would revolutionize the web. But it was not until the last few years that the implications in the hotel industry started to become evident. In fact, until just this year, hotels were not making significant investments in this area. But with feedback from the social web now affecting all hotel departments, the case for investing in reputation management is stronger than ever.

In my conversations with managers of small independent hotels to executives at some of the largest hospitality groups in the world, I have noticed a few major trends related to reputation management that are affecting the industry.

Customer service is becoming a new form of marketing

The reality is that consumers trust corporate marketing and advertising messages much less now than they did in the past. Research from Econsultancy and eMarketer indicate that people are turning to their friends and social circle for advice on purchasing decisions. If companies want their brands to be a part of these conversations, they must act in a way that inspires positive word of mouth. Clearly, the most reliable way for hotels to do this is by providing an experience that exceeds guest expectations for their stay at a given property.

Since most social media conversations are public and can be seen by anyone, this presents a marketing opportunity for your hotels. Every interaction your hotel staff has with a guest provides an opportunity to build loyalty. Since so many travelers today are sharing their thoughts online, creating a positive experience affects more than just that one guest: it can improve the perception of your brand for all others who will see what that guest shares online. And this is how service can act as marketing: by getting people to share a positive impression of what it is like to stay at your property.

Semantic analysis of online reviews is being used to improve marketing and operations

Choose a Social Network!

The social network you are looking for is not available.

Close

Hotel Newswire Headlines Feed  

Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.