What Makes Hotel Guests Your Most Influential Marketers
In the hospitality industry, guest experience, satisfaction and value are held in the highest regard. With more and more guests sharing their experiences on review sites, social media, and travel blogs, hotels are recognizing the user-generated content as marketing opportunities to leverage guest engagement and loyalty. Face it, your guests are social and they are likely to talk about your hotel on which ever channel they prefer whether it be TripAdvisor, Facebook, Twitter, or Yelp. Whether they realize it or not, your guests are your marketers and as hoteliers, you must interact and share in the experience.
Somewhere along the travel booking process, a potential guest will read reviews on TripAdvisor, Yelp, or other review sites to get a better idea of what to expect from the hotel. With that said, it is imperative that hotel management respond to reviews especially negative ones. Potential guests will often times base their decision solely on reading reviews from previous guests who have stayed at the hotel, which could either lead to a booking or not. To increase conversions, reply to negative reviews and acknowledge the guests’ concerns while providing a solution. When a traveler reads this kind of management response to a negative review, he or she will be less inclined to have a negative perception of the hotel and be more willing to give the hotel a chance.
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