The Importance Of Online Reputation Management For Hotels, Bed & Breakfasts & Guest Houses

The hospitality industry is one of the many industries feeling the pain caused by negative reviews online. Unfortunately people are much more likely to go to the effort of leaving a bad review online if they have had a bad experience (even if it’s not the hotels fault) than if they have had a good experience.

As an accommodation provider your online reputation can literally make or break your business, with the huge surge in social media usage and increased mobile internet access & search (which will exceed desktop search by the end of 2013, according to Google) more and more people have access to online reviews.

Are you making an effort to encourage positive reviews, minimise negative reviews and to be proactive when it comes to the “image” of your hotel online?

Trip Advisor recently carried out a survey of over 2000 users of its website and found the following:

•    90% of travellers check review sites before making a booking
•    25 – 40% of your website visitors will leave your website to research your establishment before making a booking
•    81% of guests consider reviews important when choosing a hotel to stay in
•    49% wont book a property unless it has reviews online
•    71% of hotel guests say its important to them that they see management responses to online reviews
•    68% of travellers would select a hotel with management responses to online reviews over a comparable property with no management responses
•    79% of travellers say a management response to a bad review reassures them
•    78% of travellers say a management response to a good review makes them think highly of the hotel

This survey clearly indicates that any hotel, bed & breakfast or guest house that is not dong the following will be loosing bookings, the question is how many bookings can you afford to lose?

•    Encouraging positive reviews online
•    Using positive reviews on your website and marketing material
•    Responding to both negative and positive feedback online on both review and booking agent websites

Google announced at the Eyefortravel Conference in 2011 that the average travel purchase involves over 50 unique search queries and 2.5 hours of research time, this requires another angle to come from when it comes to managing your reputation online. The front page of Google at a minimum and the results on the front page need to be clear of negative reviews to present the image of your hotel in the best possible “light”.

Our unique online reputation creation, management & monitoring systems for hotels, guest houses and bed & breakfasts tackle all of these issues on a daily basis on your behalf at a lower cost than you would expect.

If you would like to:

•    Increase your bookings
•    Reduce the number of lost bookings to negative online reviews
•    Encourage positive reviews online
•    Increase your online visibility
•    Increase direct website bookings
•    Reduce booking agent fees

Contact us directly on 0203 372 4863 and speak to us about how we can help you to increase your online reputation, visibility and ultimately increase your bottom line.

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