In a recent Wall Street Journal Article titled "Big Flaws in Hotel Rankings," it was said that "influencing reviews and ratings is a time-honored tradition in the hotel and restaurant industries." After about five years of printing reader letters about hotels in the 1960s, travel-guidebook legend Arthur Frommer said he realized that hotels were writing letters about themselves. "Hotels are so dependent on reviews that of course they will generate their own," Frommer said. "They would be crazy not to." As for online reviews, which have replaced guidebooks for many travelers, Mr. Frommer has disdain. "It's a vast buzzing, blooming confusion."
Lodging Interactive, an interactive and social media marketing agency exclusively servicing the hospitality industry, has designed a way to remove this "blooming confusion" from the "buzzing," online marketing/social media equation. The company's Guest Review System sits on a hotel's proprietary website and enables travelers to post comments and score their hotel experiences based on service attributes. Hotel managers receive real-time alerts advising when pending guest reviews pop up, eliminating delays in addressing concerns and turning potential problems into new opportunities.
"The impact that guest review sites are having today on consumers buying decisions is off the charts — just look at the rapid growth of TripAdvisor and its competitors Expedia, Priceline, Travelocity, Orbitz and Hotels.com," said DJ Vallauri, Lodging Interactive Founder and President. "The rise in review-site popularity — and their associated challenges — has spurred some of the large brands, such as Starwood and Marriott, to migrate the review process to their proprietary websites. This is good for the industry overall. With the brands leading the way, soon hotels of all sizes and across all segments will follow suit, leveling the playing field for hotels worldwide and making the industry more competitive and more in control of their reputations. Hotels that want to jump on the bandwagon but don't know how or where to start, can easily and affordably turn to Lodging Interactive."
All that is required for a hotel to get up-and-running is a snippet of code attached to their Website. Once initiated, hotels can immediately begin collecting real-time reviews on their own websites and respond to customer concerns in real time. This empowers hoteliers to interact personally with valued customers. When guests take the time to post their experiences, their time, effort and patronage should be recognized and rewarded with an immediate reply. The Guest Review System alerts management in real time when reviews are posted. This ensures that there are no delays in communication, and the appropriate staff can immediately fix any pending problems before the customer leaves the property.
"Third-party review sites do have merit when they make interaction between the reviewer and hotel possible — but that's not often the case," Vallauri said. "As hotels strive to deliver the ultimate customer service today, adding a proprietary Guest Review System raises the bar for service delivery and gives operators the ability to really sell their hotels. With direct bookings on a continual climb industrywide, adding this service to the hotel's website is the next evolution in website optimization and improved customer relations."
As an added benefit of the Guest Review System, travelers are encouraged to share their reviews on Facebook with their network of friends. Hotels are notified in real-time of new guest reviews and have the ability to validate guest stay information before reviews are posted on their website.
FREE GRS Trial
Lodging Interactive is offering a free trial of its Guest Review System. There is no contract to sign and hotels can cancel anytime. When the trial concludes, hotels can maintain the service for about $60 per month with no long-term agreements and the ability to cancel at any time.