In the world of global digitalisation, the rapid growth of OTAs and the powerful influence of social media have significantly impacted businesses in the travel industry—and hotels are no exception.
NB: This is an article from Hotelchamp
Unlike most online consumers, travel planners don’t have the opportunity to test out your hotel before making a purchasing decision. And with the internet providing the chance for guests to share feedback in real-time, your online reputation becomes your most compelling marketing and sales tool.
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Understanding the importance of your online reputation
According to Tripadvisor, a staggering 79% of participants chose a property with a higher rating when given two identical options. If that’s not convincing enough, it’s been found that businesses with even just one negative article online could risk losing a quarter of their potential customers.
It’s true that you don’t have much control over what people online are saying about your hotel. However, that doesn’t mean you can’t steer the narrative. A positive online reputation can lead to increased visibility, new and repeat bookings, and a more consistent revenue stream.
Tips for strong online reputation management
Online Reputation Management, or ORM, is the strategy used to influence the narrative around your hotel’s services with the goal of curating a strong and positive one. Strategies include tracking review sites, replying to public reviews, collecting guest feedback, and using brand monitoring tools.
Though there are many ways to build out your online presence, here are the most vital methods that you should incorporate into your ORM strategy today:
1. Optimise for search
Most guests will begin their search for a hotel with Google or an alternative search engine. Your hotel’s content should be appearing among the first links in search results when users are looking for hotels in your area. Ranking high in search results allows your website more visibility and gives you more control over that first impression.
Make sure to abide by SEO best practices and always share high-quality content. It’s also a good idea to register your hotel website on Google Search Console (GSC) to monitor overall performance. Above all, ensure that the information you provide on your website is up to date. You should continuously be providing current and prospective guests with a positive user experience, accurate information about your hotel, and a seamless booking process.
2. Prioritise social listening
A key aspect of reputation management is being aware of what online users are saying about your hotel in real time. Thankfully, there are a number of social listening tools available that will allow you to find user-generated content about your hotel so you can respond right away. These tools make it easy to connect with your audience, share their content, and solve their problems.
Being able to access brand-new content in a timely manner shows your audience that you are active and up-to-date. It also gives you an opportunity to share positive content and give your hotel’s online reputation a social media boost. Take advantage of positive reviews and share them on your social media accounts. This encourages others to leave their own reviews and share information about your business on their accounts.
