How To Choose A Digital Listening Tool to Gather (And Act On) Guest Feedback
By Josiah MacKenzie Vice President , ReviewPro | October 09, 2011
Online guest feedback is one of the biggest opportunities hotel companies have today for improving product quality and maximizing revenue. Yet too many hotel executives do not have the adequate supporting technology to take advantage of this opportunity. This article will provide some criteria to help you select a tool that fits your needs.
As a busy professional, you can use your limited time going from website to website to see what your customers are saying about your hotels. Or, you can use technology do the data collection and focus your attention on taking action on the feedback you receive. Today, the best providers in this category go beyond just aggregating guest feedback, and are focused on creating analytics that provide deeper insights into feedback on the social web. These business analytics support a wide range of hotel management decisions in the areas of sales and marketing, quality and operations, guest loyalty, and revenue and distribution.
To identify the right solution for your situation, consider the following questions when evaluating products on the market.
What data types does the tool aggregate and index?
Reputation software must collect a broad range of both qualitative and quantitative data to be truly useful. The best tools make data depth and quality a priority, and are designed to continually index information from a wide range of sources.
Collecting reviews from just a handful of the top review sites means you will miss opportunities. The web is all about the "long tail" of information – and a lot of travel discussion happens on niche sites catering to people in specific regions or with similar interests. These smaller travel review communities may be very influential in someone's buying decision, and cannot be ignored. You must be quickly aware of any mention of your hotel, regardless of where it is posted.