The Reputation Management became a real challenge due to the actual tendency on the social media, where information flu freely without censure, and people can exchange and share about a subject, or a brand with an user modulation.
Take a look of a Reputation Management great example : 'United Breaks Guitars' by Dave Carroll visible on YouTube, link below.
http://www.huffingtonpost.com/2009/07/24/united-breaks-guitars-did_n_244357.html
The problem, his that due at this song, the United Airlines, should handle a crisis communication due at a badly PR. More over, the value of the product has a no "real cost" due to the celebrity of the singer. In fact the guitar is the first musician tool and for the major part of the cases, their blood. In addition to this it seems that the musician take one year to fix it back!
Imagine how handle this crisis situation for an independent hotel which have much more less resources then an important brand.
For the independent hotel there are several companies that can furnish a Reputation Management. These companies help hoteliers thanks to their professionalism and knowledge in this specific domain.
A example of the Reputation Management Company is Recovery, used by over 100 companies, furnishing 14 services, detailed on the website, permitting to this independent hotel to manage his reputation and social media image which in fact drive the e-reputation of the brand or establishment this enhancing also the guest loyalty.
Nowadays Reputation Management became essential for any type of business. In fact, consumers take the time to inform others user about the product thanks a review. Moreover this tendency increase in the hospitality industry where there are different several system permitting to the manage the reputation of an establishment : TripAdvisor, OTAs and Metaresearches. Some additional support influence also the hotels's reputation such as social media (Facebook, Twitter...).
There is a tendency within the hospitality sector which is to include the TripAdvisor comment in the hotel website. However, there is a discrepancy between this technic and the real hotel image that the hotelier would like to built in the consumers perception.
In fact, why hotelier would insert a distributor plug-in in its own website?
The real challenge for an hotelier is to have its own comment lab in the website. This technic should absolutely be enhance within the independent hospitality industry. Moreover this will push the hotel's bottom line to be accurate with the guests and push them to add a review on the hotel website, creating flux.
There is a slideshare presentation below, which present the key of the Reputation Management :
- Review have an high importance on guest mind
- Hotel Manager and hotel team should be proactive faced to the reviews posted
- Reviews give a velue for users
At the moment, guests can add photos put may will create a suite of photos representing the establishment? How the hotelier will handle this visuals which will be representative of the real estate of the establishment?
The real problematic is how and what is the good manner to have a good Reputation Management within the independent hospitality industry?
There is no right answer, all hotel has its own strategy and the best way is to be reactive, compliant and try to create a relationship with the people who add a comment.
What is your Reputation Management vision? What are the issues of the RM in hospitality Industry?
Take a look to the different tools that can be uses i hospitality industry :
What is Reputation Scorecard?
Reputation Scorecard belongs to ReviewPro, a company which furnish a Tracking and a monitoring about all reviews and comments on Internet distributors.
Reputation Scorecard permits :
How does it compare to Trip Advisor Certificate of Excellence?
Reputation Scorecard is a general overview of all establishment reputation within Internet. This includes different types of websites contrary to the TripAdvisor Certificate of Excellence which is regarding
only TripAdvisors datas. In other words, it doesn't take in account others distributions systems nevertheless Reputation Scorecard do.
Which is the best solution for an hotelier? Both are useful!
TripAdvisor Certificate of Excellence is certificated by consumers and recognized by them, instead of Reputation Scorecard. It is may more useful internally to improve the guest satisfaction and team involvement then have a real impact on consumer perception.
Nowadays it is essential to get reviews and to manage them. This is mainly due to the importance that the technologies take an important place in the consumers daily life.
Generation Y like to share, comment and be the Actor!
Peer-Revieuws help guest to make the correct booking thanks to a raiting and several criteria.
The power of peer review is that they can influence his choice during the purchasing process.
This is a real challenge for hoteliers who should monitor actively their reviews to avoid to lose costumers due at bad comments. This mean that the Hotelier work evolve and he should have a real interest on keep its online reputation hight to gain notoriety and keep new consumers which will be interested and attracted by the excellent review of the establishment.
The best review wall, may is mix between excellent and bad reviews. There is an users auto-regulation. That permits to have a large panel of points of views and experiences.
The peer reviews is very convenient and efficient to have to improve the establishment credibility.
Below a little example of the Ryanair Online Reputation Management case study :
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