How to Improve Your Hotel’s Reputation

Brook Zimmatore | September 10, 2013

If you own or manage a hotel, you know that online reviews and digital presence are one of the best sources of new customers. Having an excellent reputation will help you gain more customers and you need to continually improve it to be the best. Whether you’re starting with no reputation, a bad reputation or a mediocre one, here are some tips to improve or restore it and get more business.

Reviews Influence Hotel Revenue

It is important to acknowledge that online reviews and your Digital Wall have a direct impact on the decisions that your potential customers make. Scholars are already studying the best way to visually represent online hotel reviews. It’s not just a small group of people browsing the internet to get additional information: this is their primary way of assessing the quality of the hotel they want to book and pay for online. Your reputation directly influence your revenue as a hotel.

Ask Customers for Feedback Personally

In order to improve your online reputation, it’s important to involve your clients in your business. Customers want to know that their feedback is read. Have a way for them to leave feedback during their stay, whether it is a feedback box or by talking to a member of staff. Here a list of useful online tools. You can even include a board to show the type of feedback that you have listened to and the changes that you have incorporated. Don’t always expect negative experiences. There may be a mixture, even when it sounds negative. If you are talking to the guests, ask them for more detail. It will help you get to the bottom of the issue and do more about it. It also makes the customer feel more appreciated.

Offer Incentives for Reviews

If a customer is happy, he or she will be less likely to leave some feedback. People are more likely to complain than offer praise! The best way of encouraging them is through incentives. You could offer a discount for their next stay or the chance to be placed into a draw for a free night at the hotel for leaving the feedback. This can be done upon checkout or you can send an email a few days later. The latter is often the best. Customers want to get out of the hotel when checking out as they have transport to get. Telling them the information then is less likely to be remembered.

You should also read: The Ultimate Guide to Avoid and Resolve Negative Reviews

Good reputation = Good Service

One of the biggest issues for customers is bad customer service. Show that you care by offering the best service. This includes all your staff, whether they are in the kitchen, on the front desk or cleaning rooms! Be helpful, no matter the time, and try to direct your guests around the city for their tourist spots. Offering good customer service and encouraging customers to leave feedback is the best way to improve your online reputation. You will soon find that the positives outweigh the negatives and you get more referrals.

The competitors’ threat

One of the most negative types of experiences for a hotel owner is when a competitor tries to put you down via false online reviews or any other types of illegal posting on the internet. In this scenario, there is nothing you can do in terms of service improvement and customer relationship management: your whole online presence has to be carefully analysed and your reputation restored via review removals, online PR strategies and even cyber forensics to take legal action.

Hotel Reputation Management Steps

Hotel reputation management requires 3 definite steps:

  • Monitoring
  • Image Control & PR
  • Negative content removal

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CEO / Co-Founder
Brook Zimmatore is the Co-Founder & CEO at Massive.