number of reviews they get is just as important. Old reviews containing outdated or negative remarks will
continue to be shown to potential guests if you don't have new reviews to replace them. Bad reviews sitting
too long on your listing will impact bookings for many, many months on end.
To increase reviews, hotel consultant, Daniel Edward Craig, advises the following:
Be Remarkable
In the age of social media, remarkable means worth remarking about. Set realistic expectations of your property and empower employees to exceed them in creative and memorable ways.
It’s the little details guests remember: the birthday cupcakes sent by the front desk; the extra bath amenities to replace the stash in the guest’s suitcase;
the emergency tracheotomy performed by the concierge. Independent boutique hotels rank high on review sites because they provide unscripted, intuitive service. Toss that script aside and be spontaneous.
Don’t Be Shy
Recently, the Roger Smith Hotel in New York reported in the Wall Street Journal that its TripAdvisor ranking has jumped 100 places since last year, in part because front desk staff now mention TripAdvisor at checkout.
Encourage happy guests to write reviews by handing them a card with a link to review sites or placing one in their room. Or send a text message or email a few minutes after departure, while they’re still basking in the afterglow of their stay and have extra time during travel. But don’t overdo it; badgering, groveling and holding guests at gunpoint may have the opposite effect.
Be Scrupulous
After resigning from a hotel a few years ago, I asked my manager for a reference letter, and he told me to
write the letter and he would sign it. No argument there. If only hotels could do the same on behalf of guests.
Problem is, artificially stacking the deck may set expectations your property can’t meet, leading to more bad
reviews. Moreover, any attempt to game the system, like offering incentives and rewards in exchange for
reviews, jeopardizes the integrity and spirit of social media. You risk penalties from review sites and a
backlash from travelers. Better to channel that devious thinking toward fine-tuning the guest experience.
Listen
TripAdvisor is the largest travel review site, but far from the only place travelers are talking about your hotel.
You might be missing out on business from online travel agencies like Expedia and Travelocity because of
low rankings and lackluster reviews. Strive for consistency in reputation on all platforms. Use a social media
monitoring tool like Revinate to track and consolidate mentions across the web and compare performance
with competitors. By interacting with guests before, during, and after their stay via sites like Facebook,
Twitter and Foursquare, you’ll encourage them to spread the word.
Recognize and Reward
As a front desk agent I used to live in constant fear that every difficult guest I encountered was a silent
shopper who would recommend I be fired. In the age of social media, everyone’s a critic and should be
treated accordingly. Fear can be a strong motivator, but a carrot is more effective than a stick. Encourage
staff to go that extra mile by sharing feedback throughout the hotel and recognizing and rewarding
individuals and departments for high ratings and favorable mentions.
Convert Upset Guests into Advocates
Travelers tend to judge hotels less on problems that occur than on how well they’re handled. Anyone who
uses social media to voice displeasure is also likely to be vocal when an issue is expertly handled. Empower
your employees to resolve complaints with ingenuity and flair. Check in with guests at various touch points
during their stay to catch issues in real-time, and never let a guest leave dissatisfied.
Credit To :
Hoteliers Guide to Review Sites and Forums
http://www.Revinate.com/
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