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12 Tactics for a positive hotel reputation management

12 Minutes

Kajal Makhija

12 Tactics for a positive hotel reputation management

Kajal Makhija
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Are you in the hospitality industry? Do you want to improve hotel reputation management? Then you need to integrate hotel reputation management as soon as possible. 

Hotel reputation management is a comprehensive approach encompassing numerous tactics that will help shape and maintain a positive perception of your hotel. 

In the hospitality industry, positive hotel reputation management is vital for the success of hotels. In today's tech-savvy era, guests have more power than ever to share their guest satisfaction and influence potential customers with the rise of online reviews and social media. 

This blog will explore 12 positive hotel reputation management tactics. These tactics will empower you to proactively manage and enhance your hotel's reputation while building a strong reputation, attracting more guests, and fostering a competitive edge. 

So, without further ado, let's dive right in and discover the strategies that will elevate your hotel online reputation management. 

What is hotel reputation management?

Hotel reputation management is a strategic approach to building a virtual connection between hoteliers and guests. Online hotel reputation management is the practice of monitoring and influencing how your facility is regarded on the web. 

A hotel online reputation management system incorporates review sites, social media platforms, and search engines. Additionally, you may monitor different review websites to find out what people say about your hotel, and you can employ hotel reputation management software to respond to such reviews promptly and appropriately.

Your online reputation is, in a nutshell, what people believe about you or your company's brand based on the internet information they can access.

Particularly for hotels and restaurants, the success of these hospitality businesses depends on their internet image. Building a digital public image is essential to online reputation management for hotels because it ensures that anybody looking for information about your brand and company will find favorable client testimonials that present your hotel or restaurant in the best possible light.

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Why do hotels need to maintain their online reputation?

The hotel's online reputation management (ORM) can significantly influence your profits and future reservations. By skillfully managing your online reputation, you could increase your chances of acquiring more reservations, entice customers to return, and gain brand advocates.

Positive online reputation management for hotels can boost your average daily rate (ADR) and revenue per available room (RevPAR). Visitors will be more likely to spend extra for a hotel with a good reputation and higher ratings than they will for a hotel that is only marginally less expensive. According to an informative TripAdvisor survey, 79% of users would pick the property with the higher rating out of two that are otherwise comparable. The ADR and RevPAR will therefore rise, boosting revenue and profitability. 

A hotel's upselling and cross-selling efforts can also benefit its online reputation management strategies. Positive hotel experiences increase visitors' likelihood of accepting extra services like spa treatments, restaurant reservations, or tours.

Unlike most online shoppers, travel planners cannot test your hotel before booking. With the internet allowing you to submit hotel guest reviews in real-time, your hotel's review management system has become your most powerful marketing and sales tool. 

Benefits of a positive online reputation

Benefits of positive hotel reviews

Improved credibility: 

The great majority of customers, if feasible, choose to do business with trustworthy businesses. If someone says anything bad about your hotel, it can get out there faster than if someone says something kind. As a result, a critical comment must be answered as quickly as possible to avoid additional challenges.

Utilizing online reputation management software like Quoality enables you to spot potential problems as they arise and take appropriate action.

Creates brand image:

When done effectively, Hotel online reputation management could help build a positive image for your hotel. Responding to client feedback and publicizing favorable reviews can prove to customers that you appreciate their perspectives.

Additionally, it allows you to influence how people view your brand rather than having them build an impression based just on internet hotel guest reviews and comments. This may be accomplished through advertising campaigns and other initiatives that positively represent your business.

Maintain trust: 

Hotel online reputation management is an excellent strategy to build and retain trust with your visitors. Your visitors are more inclined to conduct business with businesses they can rely on.

You can convey that you cherish and take your guests' opinions seriously by making positive hotel guest reviews more visible and swiftly addressing any complaints. This boosts brand loyalty and your ability to retain visitors over the long run.

Increased web presence:

An adequate hotel online reputation management strategy can potentially rebuild the ideal brand image after some damaging information about the company has been spread online. For instance, blogs, videos, or photographs can be utilized to distinguish between negative and positive news.

This will support maintaining a solid online presence as well as enhancing brand awareness and recognition. Additionally, ORM ensures that clients only see the most accurate and helpful information when they look up your company online. As a result, they will be more likely to book your hotel, and their confidence in your brand will grow.

Better competitive positioning:

Before making a choice, the majority of visitors will do their research online. When visitors are debating whether to book a specific hotel, they read online hotel guest reviews to see what others have to say about the brand's offerings. Customers are more inclined to trust your establishment if you have more good hotel guest reviews, which may enhance sales.

Additionally, ORM allows you to examine how well you compare to the competition by comparing your rankings with theirs. This enables you to create efficient tactics and fix issues as they arise to give yourself a competitive edge.

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12 Tactics for hotels to gain positive online reputation

gain positive online reviews

1- Optimize your hotel website for search engine:

Most visitors will use Google or another search engine to start their s

earch for a hotel. You should make your website stand out since, according to imForza, 93% of online encounters start with a search engine.

When users search for hotels in your region, your hotel's content ought to be among the top links in the results. Your website will be more visible, and you will have more influence over the initial impression if you rank well in search results.

When it comes to online reputation management for hotels, it is important to adhere to SEO best practices and ensure that any distributed content is of top-notch quality and optimized with relevant keywords. To track overall performance, it's a good idea to register your hotel website with Google Search Console (GSC). 

Above all, ensure the data you offer on your website is accurate. You should consistently deliver a satisfying user experience, accurate information about your hotel, and a simple booking procedure to existing and potential customers. 

2- Leverage social media to make connections with your guests:

Social networking is a wonderful tool for businesses of all kinds, but it may be beneficial for maintaining your hotel's online image and boosting guest sentiments. 

Utilizing social media to remain in touch with your consumers and engage with them regularly will enable you to swiftly recognize any challenges or concerns they may be experiencing and respond appropriately.

Social media platforms like Facebook and Twitter allow you to highlight your hotel's distinctive amenities. Think about producing videos or other eye-catching material to assist in promoting the unique selling points of your hotel. 

Additionally, having a social media presence enables you to reach a larger audience and remain updated with industry trends.

3- Leverage influencer marketing for brand awareness:

Influencer marketing is another tactic to add to your hotel's online reputation management strategies. It is an effective approach for increasing brand awareness and connecting with many potential guests. 

By utilizing the trust and credibility they have gained in their social media networks, working with influencers may help you increase traffic to your website and sales and ultimately help with online hotel reputation management.

Select influencers whose followers are likely to be interested in your hospitality business and who have the same values as your brand. 

By doing this, you can ensure that the appropriate people see their social media postings and benefit your online reputation management for hotel efforts.

4- Public relations (PR):

Public relations is crucial for hoteliers because the public and competitors continuously scrutinize businesses. 

They need to be prepared with a clear response in the event of a coordinated attack on the brand's integrity. However, preventing moves from being made and avoiding the need for damage control is the ideal PR approach.

Public relations, which range from press releases to webinars and virtual events, aid businesses in remaining afloat even during difficult economic times.

5- Give social listening top priority:

Knowing what online reviewers say about your hotel in real-time is essential to reputation management strategies. 

Fortunately, you can use several hotel review management software to uncover user-generated information about your hotel and reply immediately. These hotel review management software make it simple to interact with your audience, share their thoughts, and address their issues.

One such hotel review management software is Quoality. It will swiftly ask your guests to drop a review of your hotel, and it can also follow up with them in case they missed it. This encourages people to share information about your company on their accounts and submit their evaluations.

6- Monitor your social media analytics:

More than 50% of customers follow a business on social media to discover its offerings. Additionally, now more than ever, these platforms deserve attention because of the rise in social network users who directly buy goods or services using a mobile device. 

Customers now anticipate you to be active. Users may stop trusting your business if no one keeps an eye on these channels or interacts with their audience. Visitors want someone to notice and respond to them online because they want to feel heard. 

Hotels will be able to establish long-lasting relationships with past, current, and prospective visitors by using accounts that provide insightful comments and engaging content.

7- Recognize guest sentiments:

A great way to build a solid reputation management strategy online is to provide clients with a simple way to contact you. Simple things like adding a live chat feature to your website are a terrific way to interact with potential customers, answer their issues immediately and understand guest sentiments

According to a Kayako survey, nearly 80% of companies claim having a live chat available has improved sales, income, and customer loyalty. Over 40% of respondents to the same study said they preferred live chat over other forms of assistance.

Quoality, a hotel reputation management software, allows you to understand guest sentiments within seconds and act on them immediately before it is too late. 

8- Engage with your audience in real time:

While gathering guests' feedback is unquestionably vital, taking real time feedback is just as crucial. 

People will watch how you respond to their critical comments on the site in real time, so properly creating thoughtful and courteous replies and solving their complaints can significantly impact your hotel review management. Being willing to listen and adjust can make all the difference.

Make sure your interactions are prompt and provide insightful, customized replies. Develop brand loyalty via genuine interactions and careful attention to detail to attract repeat visitors and steady reservations.

9- Automated feedback surveys

Directly asking visitors for their opinions will ultimately lead to more reviews since people are more willing to express their views when individually invited. 

Sending customers a guest satisfaction survey is the simplest method to accomplish this. After they check out, Quoality, a hotel reputation management platform, will automatically ask your visitors for a favorable review.  

By doing this, you give your customers a chance to allow you and your team to remedy any negative experiences before the customer leaves feedback in an online review.

10- Examine google reviews and highlight positive ones:

One of the first places many travelers seek for your hotel's contact details, geographical location, and—most crucially—guest reviews is your listing on Google. 

More direct bookings, more guest feedback, and better ranks in search results all result from being visible on Google Maps, which is an essential reputation management strategy. Hoteliers should continuously check their listings, update critical information as needed, and reply to reviews as they come up.

On average, direct website visits account for 56% of activities on Google My Business (GMB) listings. This implies that consumers' decisions about whether or not to visit your website and ultimately convert are influenced by the reviews that previous guests have left for your hotel on Google. 

You can also highlight the positive reviews on your site, social media platforms, and other marketing materials, to leverage the power of social media to build trust and credibility for your hotel.

11- Reply to every review:

Maintaining your profiles on the major travel review websites is no longer sufficient. Engaging with users who have left reviews for your hotel opens up new possibilities for improving your hotel review management.

Best practices dictate that your review responses should:

  • Occur promptly
  • Maintain a considerate and professional tone.
  • Thank the visitor for giving a review and let them know you appreciate it.
  • Offer solutions to problems along with sincere apologies
  • Make the visitor feel welcome to come back

Responding enables you to fix problems and demonstrates to future guests that your hotel genuinely values what visitors have to say. 

12- Utilizing online hotel reputation management software:

It's simple to monitor your online reputation using reputation management software. Additionally, they provide you a chance to evaluate the market competition and, more crucially, respond to any unfavorable web reviews of your hotel.

Quoality automatically invites your visitors to submit reviews on your chosen platforms by sending them personalized invitations.

It takes a comprehensive approach to simplify a brand's requirements for a better customer experience and online reputation. 

A more capable and cost-effective system to handle online material directed towards a brand saves hotels money and manual labor hours.

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Impact of reviews on hotel reputation management

Reviews play a pivotal role in hotel review management. They significantly impact how potential guests perceive your hotel and make booking decisions. 

On the one hand, positive reviews can enhance a hotel's reputation, build trust, and attract more guests. While on the other hand, negative reviews can have the opposite reaction, like damaging a hotel's image, deterring potential guests, and leading to a decline in bookings. 

Monitoring and responding to positive and negative reviews are necessary to manage a hotel's reputation management strategy effectively. 

By addressing concerns, expressing gratitude for positive feedback, and taking steps to improve based on guest reviews, hotels can proactively shape their reputation and foster a positive guest experience.

Common mistakes made by hotels on reputation management

Hotels can sometimes make mistakes while managing their reputation. Here are a few such mistakes that you can avoid- 

  • Not monitoring and responding to online reviews.
  • Inconsistent replies across different guest interactions.
  • Ignoring or dismissing guest complaints.
  • Not engaging with guests on social media.
  • Failing to learn from feedback.
  • Overlooking the power of online reputation.
  • Lack of proactive reputation management.
  • Not leveraging positive reviews and testimonials.

To sum it up...

To sum up, successful hotel reputation management strategies are essential for preserving a positive reputation in the hospitality sector. Hotels may influence their reputation by prioritizing guest satisfaction, constantly observing and responding to hotel guest reviews, and utilizing online platforms. A positive hotel reputation not only draws in more visitors but also encourages enduring loyalty, which promotes long-term success and growth.

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