A huge shift has occurred over the last 20 years about the availability of hotel information. People have received travel information from travel agencies, friends, and various magazines before they went on a trip. However, information about the ads could be controlled either by the media or by the destination itself. Today, various information is available across the internet, social networks or review sites such as TripAdvisor, etc. Nowadays, the inspiration for travelling comes from Facebook, Twitter, Instagram where people post photos of travel, experiences, good and bad things that happen to them on a daily basis, so the possibility of manipulation is minimal. Exchange of experiences and opinions in the form of reviews, the appearance of the Internet and websites such as TripAdvisor is easily accessible. Users can easily write a review or recommend past user reviews, which facilitates decision-making process for potential future users.
According to the TripAdvisor survey:
• 93% of users use online reviews when choosing accommodation.
• 53% of the respondents do not book a hotel that has no reviews on the internet.
• 1/3 of users use Facebook to talk to the customer service representative.
• 47% of users think that Facebook is the fastest channel of social networks to solve problems with customer service.
Welcome on arrival and thank you at the checkout was not enough for the clients. They wanted more and seeking excellence has resulted in sharing experiences and opinions with other users.
Go Fish Digital has conducted a study that shows how social networks have a significant impact on the decision-making process on consumer purchases.
• At 67.7% of buying decisions affect reviews that they read online.
• 54.7% of respondents acknowledge that online reviews are an important part of their decision-making process.
• If negative article users find, businesses risk losing 22% of users.
• If 3 negative articles are found in the search, the percentage of the risk is 59.2%.
• If negative reviews are over 3, the hotel risks losing 70% of the users.
Reputation management consists of 3 steps:
1) Creating a good reputation for a hotel.
2) Maintaining a positive image of the hotel in public.
3) Recovery - preventing negative comments and making efforts to re-establish a positive image.
It is very precious to get positive reviews of guests, and also, negative comments need to be reduced to the smallest extent or completely eliminated and used to improve the quality of services. The biggest challenge for hotel owners is to track all negative reviews that guests have left on social networks and respond to all their queries individually. It's one thing to participate in a hotel promotion for a certain amount of time, and the other thing is to keep track of new events and stay in touch with guests. It is easy to strike in everyday hotel management tasks while online hotel reviews are neglected. Managing good reputation can open new revenue streams
Every company needs to find their place in the online world. Positive reviews increase the visibility of hotels, and hotels can use a combination of positive reviews of their guests in their marketing mix. Increased visibility means greater exposure and thus the greater the possibility of reservations and ultimately revenue.