Hotel managers often use social media and review sites such as TripAdvisor to obtain guest reviews on hotels they have stayed in. Most managers would notice the negative reviews often outweigh the positive reviews. Why is that? Well it simple, Unhappy guest that leave the hotel are going to remain unhappy. In short plain monitoring and replying to guests reviews and feedback with apologies on these sites is not going to do any good. Just observing and not acting can only help hotel management so much. So what can managers do?

1. Guest
Reviews
&
The
Hotel
Industry

2. The Common Practice
• Questionaires
• Online Review Sites
• Face To Face Interaction
Are They Really Effective ??
WHY ?

3. Limitations
Can Respond To Reviews
But Not Change Them

4. Limitations Cont’d
Reviews Are Never
Received By Management

5. Clueless Management

6. Other Limitations
• Inability To Act In Time
• Inability For 1 on 1
Interaction Between Guests
and Managers
• Rating Sites Like TripAdvisor
Links To OTA Sites Instead Of
Individual Hotel’s Booking
Sites. (Loss Of Revenue)

7. Guest Review - A New
Approach
Example: The ECO Tool
• The Ability To Act In Time
• Responding To Guest Needs
On Site
• Guests Leave The
Hotel Happier

8. Guest Review - A New
Approach
Example: The ECO Tool
Skips The Middle-Man.
Reviews/Feedbacks Goes Straight
To Management
Opens A 1 on 1 Communication
Channel With Guests
Talk Directly To Unhappy Guests

9. Guest Review - A New
Approach
Example: The ECO Tool
Guest Receive Rewards For
Feedback.
Example: Discount On Next Visit
Encourages Direct Bookings With
Hotel. Eliminates OTA Sites

10. Personal Experience -
The Final Outcome
• Overall Increase In Positive
Guest Reviews.
• Management Knows Each
Individual Guest Better
• Increase Revenue For Hotel Due
To Increase In Direct Hotel
Bookings