Review websites like Tripadvisor, Google, Yelp etc. are getting more popular amongst our generations and industries such as hospitality are gaining major benefits from them. Social media is commonly used as a tool to spread ideas, opinions. It is word of mouth, except it can reach hundreds, thousands and even millions of people through a simple ‘submit’ button.
When you go on vacation, you document your activities, food, accommodations through your phone/camera and upload it to social media sites like Facebook, Twitter and Instagram. After the experience, some of you might even be tempted to leave a review on Tripadvisor or Yelp. Hospitality brands have taken this opportunity to expand their business and brand image through social media interaction with customers and guests. By encouraging consumers to leave a review through the means of reward points and deals, hospitality providers can not only gain more recognition, but also interact with their guests on a personal level.
Image Courtesy of Motomo
Social media not only allows the companies to receive feedback on consumer experiences, they can also analyze guest feedback and respond. Such a maneuver informs guests that their voices are being heard, and managers will often attempt to retain dissatisfied customers by reinforcing positive aspects of their stay and actions that they’ll take to follow up to provide a better overall experience their next visit. This personal interaction reinforces their company’s dedication to customer service. When other potential guests view such interactions, they’re more likely to trust the establishment and hope to have a better experience.
“With almost 40% of their businesses being influenced by social media, hotels are getting more serious about guest reviews on these websites.” (Divya) Customers who either had an impressionable or terrible experience had a tendency to leave reviews on such outlets. Therefore, the management could learn a lot on ways to improve their service and facilities by listening to the voices of their customers. If they chose to ignore such comments, they “will see a direct correlation to loss in business and market share loss.” (Divya) If I’m going to look at Tripadvisor or Airbnb to select an accommodation for my vacation, I would not choose an establishment with mediocre ratings, I’ll want to go for the best and have the best experience I can with my money.
Featured Image courtesy of Bernard