Trip Advisor is a main source for many travelers in their decision process of selecting a hotel. These potential guests are visiting the site to read about past guest experiences and a general "feel" of other people's opinion about your hotel.
Of course every hotel hopes that the reviews will all be positive but we know that isn't always the case. Hoping won't help either, you need to be pro-active in your approach.
Traditional marketing allows you to share and control the information about your hotel in a positive light. With social networking at everyone's finger tips, there is a shift to the guest in control of that marketing information.
But this shouldn't discourage you nor should it be ignored. Just like potential guests that are 'listening' to past guests, so should the hotel. Reputation management in social media marketing is a vital part of any hotel's marketing plan.
Read the past reviews about your hotel. Listen to the positive and negative aspects of them. More likely than not, you will find a common thread amongst them.
You might learn that the majority loved the hotel but complained about the older beds. You could discover that people felt the hotel was gorgeous with wonderful amenities but customer service was not up to par or that customer service was fantastic but the resort fee was too high.
Whatever it is that you discover others are saying about your hotel, the best course of action is to respond. This allows the hotel property to join in the discussion that so many are using to make their hotel destination plans. It gives you a chance to change a negative into a positive, disseminate current information about the hotel and encourage a potential guest to visit by showing that you are listening and being responsive to all reviews, both positive and negative.
Potential guests are listening and reacting to the social network of online reviews and so should your hotel.
Until next time,
CoMMingle Social Media Marketing Manager
Plan. Socialize. Engage. Measure.