Data Shows Negative Hotel Guest Reviews Increase During Pandemic
PARSIPPANY, NJ - Lodging Interactive, a full-service digital marketing, social media engagement, and reputation management agency exclusively serving the hospitality industry shares its findings on guest reputation management during the COVID-19 pandemic and the results show negative guest reviews are on the rise.
When comparing guest review sentiment from April, May and June 2020 to the previous three-month time period, the data shows an increase of 10.2% in negative guest reviews and 12.1% decline in positive guest reviews. While guest reviews that had a neutral sentiment also showed a 1.9% increase.
Data Period: Jan-Mar 2020
Data Period: Apr-June 2020
"While the data shows a steep decline in positive guest reviews, I'm not totally discouraged as most of the negative reviews are centered around areas hotel operators can easily improve upon," added Mr. Vallauri. "Consumers are being messaged with the promise of a 'sanitized and a clean stay' and as a result, their expectations are increased."
The data shows majority of negative reviews were centered around cleanliness issues and relevant to the COVID-19 pandemic. The following are the recurring themes of the negative guest reviews:
- Limited housekeeping services.
- Limited property facilities are open.
- Removal of coffee makers from rooms.
- Full resort fees being charged.
- Not enforcing social distancing for staff and guests.
- Misleading 'full breakfast' offering, when only 'grab and go' is offered.
- General cleanliness not up to 'advertised standards' in public areas and in guest room.
It is important to note that consumers are being increasingly vocal about hotels not meeting the "brand promise" of sanitization efforts. Hoteliers beware, there are ongoing efforts to discredit how properties are dealing with sanitization. A recent Inside Edition video shows three NYC hotels not changing sheets between room checkouts. "Content like this has the potential to effect the industry's recovery in a negative way," said Mr. Vallauri.
Link to watch video: https://youtu.be/ltBrCJC5BNI
For more information and to find out how we can help your property or restaurant respond to guest reviews, please contact us at 877-291-4411 ext. 704 or visit https://lodginginteractive.com.
About Lodging Interactive and Commingle:Engage
Since 2001 Lodging Interactive has been a leading provider of digital marketing services to the hospitality industry. Lodging Interactive is the parent company of commingle:engage, the Company's social media marketing and reputation management division which serves hundreds of hotels, restaurants, spas and management companies.
The Company developed the hospitality industry's first Facebook Messenger based RFPAssist Group Lead Sales System designed to drive hotel group and event business.
Additionally, the Company provides subscription-based website development and digital marketing services through its HotelSiteXPRESS offering. The service is based on a 'pay-as-you-go' model and requires no capital investment on the part of the hotel.
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.
The Company's Founder, President & CEO, DJ Vallauri, formerly served on the Board of Directors of HSMAI's New York Chapter and is a Forbes.com Agency Council contributor.
Fax: +1 877 833 7375