What is online reputation management? A process by which companies and individuals can monitor, influence and improve feedback that people leave about them on the internet. Online feedback was first popularised by Ebay, but now covers almost any good or service sold online. Managing reputations can increase bookings ad conversions by up to 90%. Has become crucial in the hotel and wider travel market.
Percentage of hotel bookings made online 100 95 90 85 80 75 70% of booking online 65 60 55 50 45 40 35 30 25 20 15 10 5 0 2000 2005 2012
The Importance of the internet to hotels 14% of online bookings now In 2000 the amount of hotel come through mobile devices. reservations made online was 1%. Today it is close to 50%. 60% of people The use of the research hotels online internet for hotels is regardless of how they now growing at 5% then go on to book. per annum.
What does it mean financially? Expedia report that a hotel review of 4.0 or 5.0 will result in at least twice the conversions of a hotel rating of 1.0 or 2.0. ComScore/Kelsey research found that customers are willing to pay 20% - 90% more for a room with five stars compared to four stars. The University of Las Vegas, home of hospitality, have empirically tested and proven the link between online reputation and revenue per available room (RevPar).
Best Practice for Online Reputation ManagementNever ignore negative feedback You can’t be perfect all the time, and you need to have a clear process in place for a negative review about your hotel. Engaging with the complaint in a clear, polite and positive fashion creates a favourable impression with potential customers. Never react aggressively. Encourage your customers to leave positive reviews Customers are much more likely to leave a review or share their opinion if they have had a negative experience. So be proactive in getting people to leave positive recommendations. At the point of check-in and check-out, ask your customers to leave positive feedback if they have had a good time.
Cont...Best Practice for Online Reputation ManagementWhatever you do, don’t be tempted to try and game the system. Whatever you do, don’t be tempted to try and game the system. Several hotels have tried posting false reviews on websites like TripAdvisor, and there is now a growing list of blacklisted hotels. Don’t be tempted, you will be found out.
Can you manage this yourself? There is no technical impediment to carrying out ORM yourself. Do you know all the channels and websites that you need to register as an owner with, and do you know where to find out about new ones?
ORM is an investmentReputation management is an investment, and needs to be managed by professionals.The best return on investment comes through partnering with an established, ethical and progressive online reputation management company. ORM is growing at a huge rate. Can you afford to be left behind your competitors?