How Guest Satisfaction Drives Positive Online Brand Reputation

By Megan Wenzl Associate Editor, ReviewTrackers | April 01, 2018

As a hotel professional, you work to satisfy guests to the fullest possible extent. You make an effort to provide an experience that is seamless, personalized, and even one that pleasantly surprises guests.

You strive to build relationships and increase the amount of guests who are loyal to your brand -- loyal guests who have been to your hotel before, who look forward to coming back. You work on strategies to keep reminding a guest of his or her experiences with your brand in a way that triggers a positive feeling. Because for you, as a hotel professional, this business is about more than providing a service. It's about making real connections and creating positive experiences that stay with the guest after they walk out the door.

One way to be in the guest's life beyond their stay is to be where the guest is online. From social media to online reviews, you want to make sure guests are talking about you in a positive way and that information about your brand can be easily found online.

A positive online brand reputation attracts new customers. It also helps builds a loyal customer base. The customers who talk about you online present an opportunity for you to build relationships with customers. The extent to which customers are satisfied with both the in-person and digital hotel experience will affect your online reputation. Hotels have to create and maintain a positive online brand reputation to succeed in today's customer-centric world.

But guests will only talk about you in a positive way if guests are satisfied with their entire journey with your hotel - from check in to cleaning service to exceptional service - every part of your operation has to satisfy the customer at the very least.

Why Do You Need a Positive Online Brand Reputation? 

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Coming up in February 2019...

Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.