Suggerimenti per gestire le recensioni di hotel online

Managing hotel reviews refers to monitoring, responding to, and leveraging guest feedback on platforms like TripAdvisor or Google. This practice is vital for reputation management, as it directly influences guest perceptions and decision-making and thereby impacts hotel bookings and revenue.

Punti chiave

  • La soddisfazione degli ospiti è fondamentale: Garantire agli ospiti il miglior soggiorno possibile è fondamentale.
  • Identificare e affrontare i problemi comuni: Esaminare e affrontare regolarmente i reclami comuni identificati nelle recensioni online.
  • Rispondi attivamente alle recensioni online: Interagisci con le recensioni online, sia positive che negative.
  • Incoraggia gli ospiti a recensire online: Incoraggia attivamente gli ospiti a lasciare recensioni online.
  • Gestisci le pagine delle inserzioni in modo efficace: Aggiorna e gestisci regolarmente l'elenco degli hotel pages sui siti Web di recensioni.
  • Comunicare in modo autentico con gli ospiti: Evita un linguaggio eccessivamente formale o aziendale quando comunichi con gli ospiti, soprattutto sui social media. Una comunicazione personale e relazionale può portare a risposte migliori e a una percezione più positiva.
  • Riconoscere e imparare dagli errori: Ammetti gli errori nelle recensioni negative, rispondi in modo proattivo e lavora per evitare che i problemi si ripetano.
  • Metti in evidenza le recensioni sul sito web: Oltre 65% di clienti controllano le recensioni; mantenerli visibili per evidenziare le esperienze positive.
  • Semplificare la gestione delle revisioni: Use monitoring tools to manage reviews efficiently and respond promptly, especially with a high guest volume.

Sommario:

introduzione

Mentre gestione delle entrate riguarda più la vendita del tuo prodotto alla persona giusta al momento giusto attraverso i migliori canali di distribuzione, le recensioni online sono un collegamento rudimentale ma altrettanto importante che non può essere ignorato. Una manciata di recensioni negative può avere enormi implicazioni sulla tua attività, portando i potenziali ospiti a cercare un alloggio altrove. Una selezione visibile di recensioni positive, invece, conferisce alla tua attività un inconfondibile marchio di qualità. Quando gestisci le recensioni online, solo poche tattiche solide possono affinare notevolmente la tua strategia.

What Are Hotel Reviews?

Hotel reviews are assessments or critical appraisals of hotel guests provided after a stay. They can take different forms, such as written or video reviews, and are published across various channels, including social media, online travel agencies, other booking websites, and dedicated review platforms.

In a hotel review, a guest may evaluate the quality of the hotel’s rooms, facilities, location, and staff. Reviews primarily serve as a means of providing feedback to a hotel, whether positive or negative. They may also function as a form of recommendation for other guests or as a means of instituting change if a hotel falls short in certain areas. According to the Online Reviews Statistics Report by Review Trackers, 94% of consumers change their minds about businesses from a negative review.

Why Are Hotel Reviews Important?

It is difficult to overstate the importance of hotel reviews in the modern hospitality industry. They provide valuable feedback on what hotels are doing right and wrong and can help to draw attention to areas where improvement is needed. However, on top of this, they are also crucial to business success.

A large number of guests now actively seek out reviews before booking a hotel room. If hotels provide clean rooms, great service, nice food, and excellent facilities, they will attract positive reviews, encouraging other customers to book. The quality of reviews often goes hand-in-hand with a hotel’s wider reputation. Attracting many positive reviews can boost visibility and prestige, while negative reviews can easily dissuade customers from booking.

Table: Benefits of Hotel Reviews

Beneficio Descrizione Impatto sugli hotel
Enhanced Online Visibility Positive reviews improve a hotel’s rankings on review platforms and search engines. Higher visibility leads to increased traffic to the hotel’s website and potential bookings.
Trust and Credibility Prospective guests trust peer reviews as authentic endorsements of the hotel’s quality. Builds trust with potential guests, making them more likely to choose the hotel.
Feedback Loop for Improvement Reviews provide valuable feedback on what guests liked and what could be improved. Enables hotels to address issues, improve service, and meet guests’ expectations better.
Increased Bookings and Revenue Positive reviews can influence booking decisions, directly affecting occupancy rates and revenue. Higher ratings often correlate with increased bookings and the ability to charge higher rates.
Vantaggio competitivo A strong review profile can differentiate a hotel from competitors in the same market. It sets the hotel apart, attracting guests who are deciding between multiple options.
Guest Satisfaction and Loyalty Addressing feedback in reviews shows that the hotel values guest input and strives to provide excellent service. Enhances guest loyalty by making them feel heard and valued, increasing the likelihood of repeat stays.
Market Insight Analyzing review trends can provide insights into market demands and guest preferences. It helps hotels to adapt to market trends and tailor services to meet guest needs more effectively.
Positive Word-of-Mouth Satisfied guests are likelier to leave positive reviews and recommend the hotel to others. Amplifies positive word-of-mouth, attracting new guests through personal recommendations.

9 suggerimenti per gestire le recensioni di hotel online

Below are nine tips to manage your online hotel reviews for optimal results.

1. Assicurati che i tuoi ospiti godano del miglior soggiorno possibile

Ensuring your guests have the best time possible is paramount when building and maintaining a solid reputation in the hotel and hospitality industry. If your guests leave your hotel in a good mood, chances are they’ll leave you a glowing review. Ensure you instill a philosophy of striving to go that extra hurdle, especially when it comes to members of staff who directly communicate with guests during their stay. Your team needs to be approachable and communicative. If a guest looks unhappy or despondent, a good team member will show initiative and solve a problem before it becomes a damaging anecdote. Likewise, when a guest requests support, your staff must deliver a fix quickly, setting the bar high for customer satisfaction.

2. Identifica problemi e reclami comuni

Keeping an eye on your online reviews can prove time-consuming, but it’s crucial to dedicate this time until you’ve ironed out any problems and feel confident you’re acting on everything you need to. Online reviews don’t just help bolster your reputation to prospective guests; they can also be used to identify recurring issues that guests aren’t happy about. Look for patterns in feedback and isolate the most commonly complained about issues. This will help you identify weak links in service, whether that’s a shortcoming of your facilities or a lack of performance with your team. If complaints suggest your team needs work, don’t be afraid of bringing these queries directly to your workforce.

3. Make Sure You’re Replying to Hotel Reviews Online

One of the biggest things you can do to manage your online reputation is to respond to what’s being said about you online. If a previous guest leaves a bad review, don’t just let this sit and leave it unattended. It’s all about damage limitation, so show you’re a hotel that listens to your guests and responds to them to let them know that you’ve taken their feedback on board and, secondly, that you’ll go above and beyond to rectify any issues. If you think a review has been left unfairly, don’t be afraid to challenge this, although remain as neutral and professional as possible.

Likewise, if you feel that a review has been left by someone who hasn’t stayed at your hotel, or you suspect a touch of espionage from a competitor, consider getting in touch with the web manager of the review site to have the feedback removed. If you’ve been left a particularly positive review, don’t neglect a reply here, either. Even if guests are overjoyed with the service they’ve been treated to, they’ve still gone out of their way to leave you a good review. Show them the same courtesy and take a moment or two to thank them. According to the Online Reputation Statistics Report by Status Labs, 90% of consumers are likely to frequent a business if all of their reviews are replied to.

Video: How To Respond To Reviews?

4. Incoraggia gli ospiti a lasciare recensioni online

Not every guest will trawl through endless reviews before deciding whether to stay with you, but maintaining a high number of reviews is important. Not only will this demonstrate a high volume of previous guests, but it also negates the impact of the occasional bad review. An important strategy within gestione delle recensioni is encouraging guests to leave reviews online, whether with a friendly mention as they check out or a follow-up email once they’ve returned home or ventured off to their next port of call. Be careful offering incentives to guests for writing a review. This can come across as buying good feedback and can do your reputation more harm than good.

5. Prenditi cura delle pagine delle tue inserzioni

Many review websites allow hotels to manage their own listing pages, and where this is the case, it is important that you continually manage them. Always keep contact information up to date, upload photographs, and try to keep adding more images over time so that people do not see rooms from years past. Taking the time to manage listing pages can make your hotel seem more professional and on the ball.

6. Elimina la formalità e parla ai tuoi ospiti come persone reali

If you’re utilizing social media and similar channels to communicate with guests, be careful not to sound too corporate and mechanical. Ensure you’re talking to customers as you would if they were before you. You’ll yield a better response from it, and guests will feel they’ve been treated to the personal touch. A potential customer would rather feel like they’re staying somewhere that treats the guest as an individual. You’ll sound too corporate and one-size-fits-all if you rigidly word your communications.

7. Non aver paura di ammettere i tuoi errori

It’s not the end of the world if a guest leaves you a bad review. Rather than panic at the sight of a one or two-star review, consider how you can build upon your mistakes and prevent yourself from ever falling foul of a poor review again. Respond to bad reviews as they arise, and make sure you affirm that you’re doing everything within your power to ensure the same issues don’t arise again. At the same time, make sure you are making an effort to rectify these problems. The worst thing you could do is profess to change your ways, only for a disappointed guest to return and experience the same issues a second time. Their next review won’t merely be negative feedback about their service, but an angry response to feeling lied to and duped.

Hotel Reviews - Don't Be Afraid to Admit to Your Mistakes

8. Mantieni le recensioni visibili e in prima linea sul tuo sito web

Potential guests trust the opinions of fellow travelers, so make sure your reviews aren’t hard to find. A customer can always consult a third-party agency to check your reviews, but there’s no better showcase of the best feedback than your sito web. Mantieni le tue recensioni in primo piano sul tuo sito web con display inevitabili per ricordare costantemente agli ospiti i soggiorni positivi degli ospiti precedenti.

9. Semplificare una strategia di gestione della revisione e della reputazione

Una volta che hai a che fare con un volume elevato di ospiti, dovrai introdurre un modo affidabile per gestire le recensioni online. Dedicare un membro del personale a questo può essere un modo per gestire il lavoro, ma può essere costoso e inefficiente. Invece, prendi in considerazione gli strumenti di monitoraggio per aiutare a gestire le recensioni e attivare avvisi per le nuove annotazioni aggiunte in modo da poter rispondere e reagire prontamente alle recensioni.

Software di gestione della reputazione dell'hotel per gestire le recensioni online

Modern travelers value the opinions of previous hotel guests and tend to make booking decisions based on their reputation. For this reason, online reviews can determine how successful your hotel will be at attracting guests and generating revenue, and you need to take proactive steps to manage this.

Nell'articolo "Software di gestione della reputazione alberghiera: tutto ciò che devi sapere!" imparerai a conoscere il valore delle moderne soluzioni software che ti consentono di gestire recensioni e feedback online da un'unica posizione.

How to Manage Hotel Reviews FAQs

The best way for hotels to manage online reviews is to actively encourage guests to leave reviews, monitor the feedback, and respond to reviews, regardless of whether they are positive or negative. It is best to tackle negative feedback head-on, acknowledge any shortcomings, and explain actions that will be taken to address concerns and improve services.

Hotels need to focus on providing an excellent customer experience to maintain a positive reputation, as this is the foundation of reputation management. From there, it is sensible to request and even incentivize reviews, respond to feedback, and use it to identify trends or find areas for improvement.

Online reviews primarily impact hotels through their influence on the hotel’s reputation. Positive reviews will improve reputation, while negative reviews will lead to reputational harm. Many customers seek out reviews before making a booking, meaning reviews have the power to influence whether or not bookings are made.

Hotel reviews can vary significantly for a variety of reasons. Different customers will have different expectations and may prefer different types of service. Some negative experiences are caused by individual incidents, such as a staff mistake or an incident outside of the hotel’s control. What satisfies some customers may disappoint others. This is why looking for trends in reviews is important, rather than taking a single review as an indication of performance.

Hotels should respond to reviews primarily because it demonstrates that the hotel cares about feedback and wants to resolve any issues customers encounter. It also helps to give the impression that a hotel is interested in continuous improvement and willing to listen to and engage with customer opinions. When reviews are genuinely unfair, a polite rebuttal can also help minimize reputational damage and convey the hotel’s perspective.

Quando si tratta di gestire le recensioni e la reputazione online, non prendere scorciatoie. Un piccolo sforzo fa molto, dando alla tua attività una spinta in più che il marketing online da solo non può fare. Inoltre, è un processo cumulativo, che diventa più efficiente ed economico con il passare del tempo.

Did You Like This Article About Hotel Reviews?

Potrebbero interessarti anche i seguenti articoli:

Altri suggerimenti per far crescere la tua attività

Revfine.com è una piattaforma di conoscenza per il settore dell'ospitalità e dei viaggi. I professionisti utilizzano le nostre conoscenze, strategie e suggerimenti attuabili per trarre ispirazione, ottimizzare i ricavi, innovare i processi e migliorare l'esperienza del cliente. Puoi trovare tutto consigli su hotel e ospitalità nelle categorie Gestione delle entrate, Marketing e distribuzione, Operazioni alberghiere, Personale e carriera, Tecnologia e Software.

Invia un articolo

Questo articolo è stato scritto da:

Martijn Barten
Ciao, sono Martijn Barten, fondatore di Revfine.com. Sono specializzato nell'ottimizzazione dei ricavi combinando il revenue management con le strategie di marketing. Ho oltre 15 anni di esperienza nello sviluppo, nell'implementazione e nella gestione di strategie e processi di revenue management e marketing per proprietà individuali e multiproprietà.