Why hotel online reputation management should be your top priority

Your hotel’s online reputation can make or break its success. With potential guests relying heavily on online reviews and social media to make booking decisions, it’s crucial for hotels to actively manage their online reputation. In fact, online reputation management should be a top priority for hotel owners and managers who want to drive bookings and maximise revenue.

In this article, we’ll dive into the importance of hotel online reputation management and provide actionable strategies for improving your hotel’s reputation online. From the impact of online reviews on hotel business to the key benefits of online reputation management, we’ll cover everything you need to know to get started.

Plus, we’ll discuss the latest tools and technologies available to make online reputation management easier and more effective than ever before. Whether you’re a small bed and breakfast or a large hotel chain, this article will provide valuable insights and tips for improving your hotel’s online reputation. So, let’s get started!

Actively managing a hotel’s online reputation can provide a range of benefits for hotel owners and managers. Let’s take a closer look.

Online reviews are a critical factor for potential guests when making informed booking decisions. In fact, one survey showed that 85% of consumers trust online reviews as much as personal recommendations. Moreover, a staggering 57% of consumers will only book a hotel if it has four or more stars. This highlights the vital role that online reviews play in the hotel industry.

However, negative reviews can have a significant impact on a hotel’s reputation and revenue. One study found that just a single negative review can result in a hotel losing up to 30 potential guests. Negative reviews can also harm a hotel’s revenue, as guests tend to be willing to pay more for hotels with higher ratings and positive reviews.

The impact of negative reviews can also extend beyond lost bookings and revenue. Disappointed guests may share their negative experiences with others, leading to a ripple effect of lost business. Therefore, hotels need to pay close attention to their online reputation management and ensure they have strategies in place to manage negative reviews effectively.

The Union Street Guest House in Hudson, New York, made headlines in 2014 when news of their controversial policy started to spread online.

According to the policy, the hotel would fine wedding guests $500 for every negative review posted online by them or their guests. The policy also stated that they would charge the fine to the credit card used to make the reservation.

The policy generated a significant amount of negative publicity and backlash from the public and online review websites like Yelp and TripAdvisor. Many people criticised the hotel for attempting to silence negative feedback and for the exorbitant amount of the fine.

The backlash eventually led to the hotel removing the policy from its website and issuing an apology. But, the damage to their reputation had already been done. Despite having never stayed there, people flooded the guest house with scathing one-star reviews.

Eventually, the Union Street Guest House closed for good, leaving behind a legacy of negative press and a Google rating of 1.5 stars.

Social media mentions can also have a direct impact on hotels. Like reviews, positive mentions can generate more bookings and help build a positive reputation, while negative mentions can harm a hotel’s reputation and lead to decreased revenue.

Similarly, hotels can also face negative social media mentions that can harm their reputation. For instance, a guest may post a negative review or complaint on Twitter, which can quickly spread and reach a large audience, particularly if that person has a lot of followers. If the hotel fails to respond appropriately, it can lead to further negative mentions and damage to their reputation.

On the other hand, positive social media mentions can be highly beneficial for your hotel brand. Guests may post photos or positive reviews on Instagram or Facebook, which can attract more potential customers and help build a good reputation. Paying close attention to your mentions on different social media platforms is hugely valuable in building your online presence and getting a competitive advantage against other hotels.

The main goal of online reputation management is to create a favourable image of your company on the internet. Along with review sites and social media, here are a few different channels to think about when building your reputation online.

To effectively manage a hotel’s online reputation, there are a few strategies that hotel owners and managers can put in place. Here are a few ideas to get you started.

Adding an online reputation management strategy to your workload can feel daunting. Luckily, there’s a wealth of software out there to help achieve your goals in a structured, manageable way.

One tool that can be particularly useful for hotels is a reputation management solution like Customer Alliance. These tools provide features like review monitoring, response management, and analytics and reporting. By automating much of the work involved in managing your online reputation, they’re often the best way to make improvements to your reputation without the need for extra hires.

Social media listening tools like Hootsuite Insights can also be helpful for hotel online reputation. These tools allow you to monitor social media channels for mentions of your brand, allowing you to quickly respond to any negative comments or concerns.

There are even companies out there who’ll manage your hotel’s online reputation for you, but you should think carefully before going down this route. By handing the task over to someone else, it becomes more difficult to stay on the pulse of your guests’ feedback, needs and expectations. This could have the knock-on effect of losing the personal touch that is so important in the world of hospitality.

There are plenty of tools and technologies to choose from, so how do you decide what’s the best choice for your hotel? Here are some tips that can help:

For a more comprehensive guide, take a look at our article: “How do I choose a review management software?“

To stay competitive and uphold an excellent brand image, hotel managers must prioritise online reputation management. You can take actionable steps to improve your online reputation, from monitoring reviews to using the various tools and technologies designed for the job. As a result, you’ll reap the benefits of increased bookings, guest loyalty, and positive word-of-mouth marketing.

Hotels can proactively manage their online reputation and stay ahead of the curve in the ever-changing hospitality industry by implementing the strategies outlined in this article. Remember, your online reputation is your most valuable asset, so invest in it and prioritise it.

If you’re committed to developing your hotel’s online reputation management, replying to your reviews is a great place to start. Whether you’re responding to a positive, negative, or average review, it shows that you’re committed to providing excellent guest experiences.

Check out our article, “20 Google review response examples to steal (for good, bad, and average reviews)” to get some inspiration for your responses and start building your hotel’s online reputation today.

To measure the ROI of your online reputation management efforts, track increases in direct bookings, improvements in review scores, and enhanced social media engagement. These indicators will help you understand the financial impact of your reputation management strategies.

To effectively respond to negative online reviews, you should acknowledge the feedback promptly and respectfully, demonstrating a commitment to addressing concerns and improving guest experiences. It’s crucial to personalize the response, offer a solution or compensation if appropriate, and take the conversation offline to discuss specifics. This approach shows potential guests that the hotel values feedback and is proactive in maintaining a positive reputation.

When managing online reputation across different languages and cultures, employing multilingual staff and understanding regional social norms are essential. Tailor your communication to fit the cultural context of each market, ensuring your reputation management efforts are effective worldwide.

Content updated February 2024