Essec's Professor Peter O’Connor releases new book: Reviewed!
The hotelier’s unofficial guide to managing your online reputation on TripAdvisor, Online Travel Agencies, Google and elsewhere
User reviews have become incredibly influential. What past customers say about your hotel, both on TripAdvisor and on Online Travel Agency pages, can make or break your business. However, responding to such criticism is challenging, resulting in sullied reputations and lower revenues.
Based on techniques gleaned from working with both independent and chain hotels, this new guidewill help you in defending, controlling and enhancing your property's reputation. Using a highly practical approach, it provides precise, detailed, step-by-step solutions, tactics and suggestions to help hoteliers to:
- Better understand the role and importance of user reviews in today's highly competitive online booking environment
- Manage your hotel's pre-purchase image so you can more easily exceed guest expectations and drive better user reviews
- Use proven strategies to respond to reviews, both positive and negative
- Challenge and remove suspicious or unwarranted reviews
- Appreciate how the main review channels work and how best to manage their idiosyncrasies and requirements
- Assess which software tools to use to assist in online reputation management
- Understand how you can drive additional favourable reviews to increase your rating scores and positioning
- Use reviews as free corporate intelligence tool to better understand your, and your competitors', relative strengths and weaknesses.
About the author
Peter O'Connor is Chaired Professor of Digital Disruption at ESSEC Business School, France, where he also serves as Academic Director of the specialized courses in Hospitality Management. Peter's research, teaching and consulting interests focus on the use of technology in online retailing, distribution and electronic marketing for hotels across the globe. In parallel to working at Essec, Peter also consults with internet analyst firm PhoCusWright Inc. as a senior analyst. In 2015, he launched ESSEC's first MOOC (Massive Online Open Course) on Coursera focused on hotel distribution, which currently has over 12,000 active learners.