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Hotel Online Reputation and Guest Conversations

Albert BarraAugust 13, 2018 · 2 min read
THE IDEA

Guest conversations and online reputation are central to modern hospitality. Learn how hotels can use guest feedback to respond to reviews, address concerns and strengthen their brand.

Hotel Online Reputation and Guest Conversations
I was reflecting on the implications of today’s society, and specifically on user-generated content—plainly speaking, customer reviews, the Conversation we talk so much about, and Online Reputation. The point is that the order of the factors can make a difference. What is the ultimate goal?   Trying to silence or hide negative reviews is pointless. Engaging in conversation with a dissatisfied customer is difficult. If the ultimate goal is to receive positive reviews and, ultimately, an excellent Online Reputation, the means is not Conversation, but perhaps excellent service at a fair price. But then, what role does conversation play in all this? None, because I do not believe that conversation alone gives us an Excellent Reputation. However, I wonder whether perhaps user-generated reviews should be the starting point for Conversations. I am afraid so.
  • Satisfied customers, as evidenced by their positive comments, can, through our active involvement, become advocates for our brand and ambassadors for our product within their social circles. It is simply a matter of knowing how to encourage them to do so.
  • With customers who express significant dissatisfaction through their comments, conversation can help us get to the root of the issue, and even compensate them or explain the reasons behind their dissatisfaction. In this way, we may be able to win back a lost customer, reduce the impact of that negative review, and manage our online reputation effectively.
On the other hand, conversation can help expose certain malicious comments that certainly do exist. I find it difficult to think, unless you have a corporate blog or actively participate in social media, of any other way to start a conversation.
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