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, provides hotels with insights to improve their guest experience and market to future guests. Guest feedback informs 95% of booking decisions, and TrustYou's guest feedback platform incorporates hundreds of millions of hotel reviews, surveys, social comments, and direct messages through SMS, email, Facebook Messenger and more. This information is analyzed along each step of a traveler"s journey, including booking and pre-stay queries, real-time guest request, and post-stay feedback, to generate actionable insights for 500,000 hotels. TrustYou"s platform is made up of various components, including TrustYou Meta-Reviews*, verified global review summaries displayed on travel and search sites like Google, KAYAK, and Hotels.com; TrustYou Messaging, real-time guest messaging service; TrustYou Stars, an advanced guest satisfaction survey tool; TrustYou Analytics, the world"s leading online reputation management tool and the accompanying app TrustYou Radar. PMS, CRM, IBE and other hotel software providers can make use TrustYou Connect, a partner program to integrate TrustYou"s guest feedback platform with its products to help their hotel clients to positively influence every stage of the guest journey. Find more information on TrustYou and the guest feedback platform at www.trustyou.com.
*TrustYou Meta-Reviews only contain verified reviews and do not include reviews from TripAdvisor