Online reputation monitoring has been touted as the key online generator to receive feedback from customers and gauge customer satisfaction. In the hotel industry more and more guests are turning to social media and review sites to write good and bad reviews/feedback. However are managers satisfied with just simple monitoring and the inability to react on time and on site? More and more unhappy guest leave the hotel’s premises therefore increasing the number of negative reviews posted on the web. Managers can monitor feedback data, but can they make truly make their guest any happier?

1. Online Reputation Monitoring
In The Hotel Industry
Do Hotels Really Find It Effective?

2. Understanding Online Reputation
Monitoring
• Customers Provide Feedback On Products/Services To Review
Sites & Social Media.
• Businesses Collects Valuable Customer Feedback/Data And
Monitor Their Online Reputation Via The Web
• Customer Feedback Is Then Translated To Good or Bad
Reputation For The Business

3. Online Reputation Monitoring-
The Hotel Industry
• Hotel Guests Leave Feedback On Review Sites.
Example: TripAdvisor
My Hotel Room
Was Very Dirty !!
• Hotel Management Receives Feedback, Issues
Online Apology To Guest. No Effect !!
• Yet Another Bad Online Review For Everyone To
See. Tarnish Hotel’s Reputation Further

4. Online Reputation Monitoring-
Why Hotels Need To Change
• Watching Without Actually Doing Anything
• Inability To Act Means Unhappy Guests Remain
Unhappy. Apologies Not Good Enough
• Process of Collecting Data To Action Taken By
Hotels Takes Too Long - Too Little Too Late !
• More Negative Reviews By Unhappy Guests
• Negative Reviews Further Tarnishes Hotel’s
Reputation.

5. Online Reputation Monitoring-
A Surprising Statistic
Hotel Guests who have an unpleasant
experience are more likely to write a
review 22% of the time as compared
to the mere 9% of positive
experiences that get shared on review
sites and social media !!
* It takes Just A Few Grumpy & Irate Guests
With A Computer To Tarnish The
Reputation of A hotel….And 22% Is A Lot !!

6. Online Reputation Monitoring-
What Should Hotels Concentrate On

7. Online Reputation Monitoring-
A New Trend For Hotels
• Example: The ECO Tool
• Provides Real Time 1 on 1 Interaction Between
Hotel Management And Guests.
• Ability For Management To ACT Towards Guest’s
Feedbacks On Site
• Guests Leave The Hotel Much Happier

8. Online Reputation Monitoring-
A New Trend For Hotels
What Does Having Happier Guests Mean For
Hotel’s Reputation? Simple…
Guests Leave The Hotel Happier
Less Negative Reviews & More
Positive Reviews Appearing Online
Hotel’s Reputation Improves

9. Online Reputation Monitoring-
Outcome For Hotel’s Management
• More Timely And Accurate Information/Feedback
Received
• Not Wasting Too Much Time On Online Reputation
Monitoring
• Concentrating On The More Important Aspects
Within The Hotel’s Operation – Guest Satisfaction
Eventually Leads To……
Better Strategic Decision Making
By Hotel’s Managers