In a market acquisition strategy, e-reputation has its place.

While hoteliers understand that online reputation is essential to increase income and occupancy rates, the stakes are high during holidays. With TrustYou, I advise many groups and ndependent hoteliers in the management of their ereputation. However during the holiday season, it must be noted that the strategy put in place becomes ineffective due to a lack of anticipation and follow-up.

  • Why are online reviews important…and especially during holidays ?

A study carried out by Deloitte in 2015 found that with 83% of people using the Internet on holiday, the power of image and social networks predominates. Deloitte acknowledged that although there are more than 170 million reviews on TripAdvisor, people are placing more and more importance on the opinion of their acquaintances. Among the respondents, 68% considered that social networks guarantee greater proximity and gave an added value opinion. 96% of TripAdvisor users take online reviews into consideration when planning a stay. The statistics speak for themselves: Social media and reviews can no longer be neglected to increase visibility and income.

  • How can I encourage my community to talk about my hotel all year round ?

Building a community of influencers is essential for brand awareness. You will of course have taken the time to establish communication on social media (Facebook, Twitter and Instagram) in line with the image of your institution/brand.

Your guest questionnaire will allow you to broaden this community by offering your customers to become real ambassadors for your establishment. By responding to all comments, positive or negative, you will increase your chances of building loyalty in this community. Even in summer, the bond must be constant.

  • How often should I respond to online reviews ?

The general rule is a 24-hour response; this means that regular monitoring must be carried out and alerts set up allowing you to be informed regardless of the source of the opinion (Facebook, Tripadvisor, Google) by responding to customers in a consistent and personalized way. The personalization of the message is crucial to show your customer that you are attentive to their remarks.

Instant Booking/Instant Messaging

We must be clear: just as booking habits change, so do forms of communication. The latest TrustYou study (click here to request it) shows us that the majority of customers expect hotels to initiate contact before the stay; more revealing, 75% of customers want personalized communication and 91% want to talk to local establishments if they are not satisfied via chatboxes, and messaging services.

This is not a revolution, but a real awareness for hoteliers: -reputation is part of a long-term strategy, -all channels must be considered and reviews provide important opportunities for customer feedback and loyalty.

A hotelier will  only be successful by building a relationship such that the customer’s experience is better at each stay.

  • Would you like to know more about ereputation ?

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