Hotel Reputation Management and Your 2014 Marketing Plan
By Alan Young , SVP, Marketing and Strategic Partnerships at TrustYou
It's already that time again: budget planning, marketing strategies, allocating for digital efforts. I'm not really here to tell you what percentage of your hotel marketing budget to put toward online efforts (likely more of it than you currently are) or whether print advertising is dead but, instead, to discuss the role of hotel reputation management in your hotel marketing for 2014.
For instance, consider the far reaching and complex impact of reputation management when you're thinking through ad spend and Google Hotel Finder. Reviews haven't always had such a direct tie to distribution, but with the growth of meta search, reviews are everywhere through the booking process. Really—on every single page. The only place reviews often drop off are on the brand or hotel booking page.
My point is that a hotel can't consider ad spend anymore without taking into account the presence and impact of guest reviews. Reviews have a very visual and direct influence on purchasing. Reputation is every step of the way. Don't bury it in your marketing plan as a software expense. While software is critical to keeping up with your hotel reviews these days, reputation management is far more than that. How and when you respond to guests throughout every interaction is reputation management—from their questions posted to Facebook pre-arrival; to the presence and demeanor of your staff when they are on property; to the response you offer when they are both pleased and displeased after they've returned home. It should help you craft not only your hotel marketing strategy but also your operational plans. So don't end your 2014 marketing plan with reputation management; begin with it.
TrustYou, the world"s largest guest feedback platform, empowers hotels with solutions to drive more bookings and improve their hotel product. Through each phase of the guest journey, hotels can utilize guest feedback to enhance review marketing and achieve operational excellence. Guest feedback influences 95% of booking decisions. TrustYou Meta-Review, which incorporates hundreds of millions of hotel reviews, surveys, and social posts for over 500,000 hotels worldwide, powers guest reviews on dozens of travel sites, including Google, Kayak, and Hotels.com.* These reviews help hotels to manage and improve their performance along each step of the guest journey, from booking and pre-stay search queries to real-time guest requests via messaging, to post-stay feedback in the form of reviews and survey responses. Through the TrustYou partner program, PMS, CRM, IBE and other hotel software providers can integrate TrustYou"s guest feedback platform into their products to help their hotel clients positively influence bookings and revenue.
Find more information on TrustYou and the guest feedback platform on www.trustyou.com.
*TrustYou Meta-Reviews only contain verified reviews and do not include reviews from TripAdvisor