You might think your online reputation is not vitally important to your company, as your services are mostly client facing rather than online. However, a hotelier should never underestimate the power of the internet.
Over a million people in the UK alone search for ‘London hotels’ every month, with most likely half of these people heading to impartial review websites such as TripAdvisor – and these forums can often make or break how many people book a stay in Liverpool, London, Manchester or elsewhere. It is therefore essential you continually monitor your online reputation, and attempt to take action when your company receives some negative reviews.
Become Internet Savvy
We live in a world that is defined for the internet, so if you are not moving forward with technology, you are going to be left behind. Your company should aim to become more internet savvy, which means blogging every day, interacting on social media and engaging with potential customers.
Not only will this result in more traffic visiting your website – if you have not got one, get one – but it will also demonstrate to the public that you are a caring, friendly company who cares about your customers needs. That is a reputation money can’t buy!
Respond to Negative Reviews
If a guest has criticised your service online, respond to them in a professional and helpful manner. Do not launch a tirade of abuse at them for saying something bad about your company. Simply apologise on behalf of the company, explain that their experience was unfortunately unique, and ask if you can telephone them to personally apologise. Not only will the previous guest appreciate the effort, but you will demonstrate to readers that you continually strive to provide the best service possible.
You will obviously want to avoid guests making complaints about your hotel once they leave their rooms, which is why we recommend leaving customer comment cards in their rooms so they can offer feedback. By leaving a negative review at a hotel, they are less likely to post about their bad experience online.
Encourage Online Reviews
Any hotel worth its bricks and mortar should encourage online reviews, as it demonstrates to potential guests that you’re proud of both your hotel and service. Promote websites such as TripAdvisor, Yelp or Google Reviews on your social media pages – as these people are following you as they like your hotel, you’re more likely to receive positive reviews that will boost your popularity index.
Learn From Negative Comments
Have you received a few negative comments in the past few months? If it is happening a lot, it might be time to review your services. Do you regularly read comments about poor customer service, dirty rooms or uncomfortable beds? Try to identify your hotel’s problems to improve its quality – or your online reputation will continue to affect your business.
So, what are you waiting for? Go online, start engaging with the global community and take those all-important negative reviews onboard to improve your customer service.
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