Hotel Review Management : Stop Handling It This Way!
Why Should You Manage Reviews? It’s Not Just for Customer Experience
Managing reviews isn’t only about enhancing customer experience; it directly impacts your hotel's revenue.
Why It Matters:
Given the importance of online reviews, here are three things to avoid in review management:
1. Don’t Ignore Customer Reviews! ?
Ignoring reviews on major booking channels (Booking.com, Agoda, TripAdvisor) is a common mistake. Negative reviews decrease bookings and revenue. Monitor reviews daily and respond promptly. Thank customers for positive reviews and address issues in negative ones. Transparency in your improvement process can win back dissatisfied customers.
Example: Bangkok Marriott and SIGNIEL Seoul
2. Don’t Just Reply, Analyze! ??
Categorize reviews in a spreadsheet by type (cleanliness, front desk, F&B, facilities) and share with respective teams. Assign an online reputation manager to handle this. Set KPIs for managing negative reviews, e.g., fewer than ten negative reviews per month per team.
3. Don’t Rely Solely on External Channels! ??
External channels delay feedback. Implement an internal review management system for faster response and improvement. DOWHAT’s platform sends automatic evaluation forms post-checkout, allowing instant KPI checks and quick responses.
If a platform is difficult to implement, designate a staff member to manage review forms via email. Internal management allows more honest communication.
Additionally, post efforts to improve customer experience on your website. Engage customers with review events or photo contests to gather positive feedback.
By avoiding these pitfalls, you can secure more bookings effortlessly and enhance customer satisfaction, securing more loyalty from the customers. For more on implementing an internal evaluation system, reach out to DOWHAT anytime!
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