Building a Culture of Feedback and Turning Reviews into Insights
By Benjamin Jost Co-Founder & CEO, TrustYou | October 02, 2016
Every hotel manager has a fear that wakes him or her up in the middle of the night in a cold sweat. It isn't a standard fear that most people have; hotel leaders aren't in the throes of the dream where they showed up to a presentation naked. This particular fear has to do with the ink that's being spilled on the internet. It's the fear of a negative review on a major review site or social network.
To put context around the world we live in today, there are more than 3 million hotel reviews written each week. That's 18,000 reviews per hour. Needless to say, not all of them will be from guests who loved every moment of their stay.
Whether it was an employee having a bad day, a cleaning crew that hadn't gotten through their daily routine quickly enough, or something completely outside a hotel manager's control (guests who had an airline lose their luggage may not be in a terrific mood at arrival), the chances of a negative review popping up online are actually pretty good. It's how hotels handle things from there that will separate the wheat from the chaff.
Engaging With Guests on Their Own Territory
Smart hotel leadership today has come to realize that reviews are going to be written online, no matter what. And they've also come to realize that most customers who write a negative review might actually be asking for help, as opposed to engaging in some sort of virtual shaming.
In many cases, hotels that are willing to respond to guest concerns will find that their guests are willing to listen. And in many cases, they are willing to give a property another chance.