Online Guest Reviews Replacing Need for Star Ratings, Surveys
As travelers depend more and more on mobile devices, Lodging Interactive says a web-based Guest Review System is critical to maintaining a hotel's online reputation
Lodging Interactive Founder and President DJ Vallauri says the business intelligence driven by its Guest Review Systems is vital, and in many cases, it is replacing other costly procedures.
"Lodging Interactive's Guest Review System was hugely successful in 2012 for a number of reasons," Vallauri said. "First, GRS technology is enabling hotels to do things never before possible. By encouraging guests to leave a review on the hotel's website – not on the OTA – hotels are maintaining control over the guest experience, the guest relationship and the hotel's reputation. Directing guests to the hotel's website to post comments and reviews keeps them from being redirected to an OTA where they will never come back to book direct. By implementing a web-based Guest Review System, hotels are removing OTA's from the equation and taking ownership of the guest-communication process. Second, private replies to the guest are sometimes warranted. Lodging Interactive's GRS dashboard provides hotel managers with the reviewers email address, facilitating direct-to-guest communication. You can't do that on OTA's. Capturing this critical data goes a long way in establishing and maintaining loyalty and supporting future marketing efforts. Third, a review posted to the hotel's proprietary website gives management the ability to validate that the guest is real before the review is posted publically. Again, that can't be done on OTA's. For years hotels have turned over control of their inventory to third parties. They shouldn't be at the mercy of OTA's for guest reviews too. It's time to take a stand."
Providing a repository for online guest reviews also serves as an important way to hold employees accountable for their performance. According to newBrandAnalytics, "social intelligence will drive the real-time 360° performance evaluation system of the future." Hotels can find immediate value in using online guest feedback to "assess performance, make hiring/firing decisions, and motivate staff."
Fueling the Social Channels
Lodging Interactive's Guest Review System ensures there are no delays in communication, and the appropriate staff can immediately fix any pending problems before the customer leaves the property or has the opportunity to post negative reviews on third-party websites. Additionally, travelers can share their guest reviews on their Facebook wall and to their network of friends. Because the Lodging Interactive GRS validates the legitimacy of the guest, hoteliers can rest assured that reviews posted on the social channels are valid.
Lodging Interactive is now offering a FREE 10-day trial of its Guest Review System. There is no contract to sign, no credit card required, and hotels can cancel anytime. Click here to begin.
"There has never been a more critical time for hotels to add an online Guest Review System to their websites and social media channels, especially since close to 50 percent of consumers said they will not book a hotel that doesn't have online reviews (Forrester Research)," Vallauri said. "If you don't have the time, knowledge or resources to manage this process, Lodging Interactive is here to help – affordably."
President & Founder
About Lodging Interactive
Headquartered in Parsippany, NJ, Lodging Interactive is a full-service digital marketing and social media engagement and reputation management agency exclusively servicing the hospitality industry. Through its web design and search optimization division as well as its CoMMingle Social Media Division, Lodging Interactive provides effective Internet marketing services to hundreds of branded and independent properties as well as management companies, restaurants and spas. CoMMingle has established itself as the largest provider of reputation management services for the hospitality industry, handling over 200,000 guest review responses. The company also offers fully managed Live Chat agents for hotel websites through its LiveChatForHotels.com division.
Lodging Interactive is an HSMAI Adrian Award winner, and has won awards from the International Academy of Visual Arts, Interactive Media Awards, Horizon Interactive Awards, Web Marketing Association, Academy of Interactive & Visual Arts, and Travel Weekly"s Magellan Awards have recognized Lodging Interactive as an industry leader.
Lodging Interactive is a proud supporter of the Hotel Sales & Marketing Association International (HSMAI) and the company"s president, DJ Vallauri, currently serves on the Board of Directors of HSMAI"s New York Chapter and is a Forbes.com Agency Council contributor. For more information, please contact firstname.lastname@example.org, 877-291-4411 or visit the company"s website.