Online reputation management (ORM) is a key component in marketing today. If someone wants to know about your product or service they can simply search for you online and find numerous reviews instantly. ORM is important to any industry, but has been proven invaluable in hospitality. In an article, “The Impact of Social Media on Lodging Performance” by Dr. Anderson, a professor at Cornell University, it was noted that “if a hotel increases its review scores by 1 point on a 5-point scale (e.g., from 3.3 to 4.3), the hotel can increase its price by 11.2 percent and still maintain the same occupancy or market share.” While it may seem counter intuitive, every review is potential for an increased review score, reveals OnlineReputationReviews.com. It is inevitable that any you will come across negative reviews from time to time. What’s important is that you capitalize on the negativity by responding publicly, showing current and potential customers that you can admit fault and correct your actions. Make sure this is done in a timely manner to prevent an unchecked negative review from influencing potential customers for long.
Positive reviews should also be address when possible. Thanking customers for feedback or suggesting other services that compliment those they already enjoyed is a quick and easy way to ensure continued positive reviews about your product or service. Positive reviews provide insight to your customers’ overall experience which can be used for promotional purposes both online and in person when your guests arrive. If customers are constantly raving about a certain feature you offer, be sure to mention it on your website and mention it when guests check in.
The public nature of online reviews means they can also be utilized against competitors as well. If you see your competitors are constantly receiving complaints about a feature your company excels at you can also highlight this online. If instead your competition is getting great reviews about services they offer, you can begin working to improve your own business in that area. ORM provides insights that help you connect with customers and keep your business relevant.