News for the Hospitality Executive |
The Confidence to be Transparent:
By
Daniel Edward
Craig
December 21, 2010 Do
you have the confidence to post raw, unedited guest reviews on your
hotel’s
website? Recently, French hotel group Accor took the bold step of doing
exactly
that, featuring a live TripAdvisor feed alongside property descriptions
on its
multi-brand portal, www.accor.com.
Accor takes things a step further by featuring reviews directly on its website and doing so for every property on its portal, from economy to midscale to luxury brands. To my knowledge, it’s the first major hotel group in the world to make this a brand-wide policy. At the same time, the company is taking a more active role in managing reviews—a prudent strategy given their elevated prominence. Considering
how unpredictable reviews can be, is Accor risking scaring travelers
away? Or
is this a way to keep travelers on its website, a show of confidence in
its
brand, and a progressive move destined to become standard in the hotel
industry? To
get Accor’s perspective I consulted with Jean-Luc Chrétien,
Executive Vice
President of Marketing & Distribution. Here’s a condensed version
of our Q
+ A session. Dan:
Tell us about Accor. What makes
you unique as a hotel group? Jean-Luc: Three things:
Dan: Tell us about your position and
responsibilities. Jean-Luc: I am in charge of Marketing
and Distribution. As such I oversee the development of our brand
strategies,
the implementation of our policies on the direct and indirect
distribution
channels we use, and the coordination of our global sales teams. I also
supervise the development and deployment of the Accor reservation
system and
the Accor worldwide loyalty program, A Club. Dan: How did you arrive at the decision
to post TripAdvisor reviews on your website? As you know, more and more travelers are searching the web for advice and to compare properties. It was a natural move to extend our own internal measurement system to one we could share with our guests, as we want to be very transparent and to provide our web visitors with all the information they need to make their decision. We had two choices: an unknown solution or a ‘reference’ site. TripAdvisor is the worldwide reference for traveler reviews. We decided to lean on a trusted worldwide partner. Furthermore, TripAdvisor was one of the main sites visited by our web users after visiting our site, as well as one of the main sources of visitors. TripAdvisor is also widely used worldwide and therefore is a useful tool to attract and convince foreign travelers who are less familiar with our brands. Dan: Does this policy extend to all properties as well as brand and individual property websites? Jean-Luc: We have included all properties except our HotelF1 brand, a very low-cost brand that is present only in France and targets a very domestic market. Reviews are only available on our multi-brand portal, accorhotels.com, and not on our individual brand websites. Why?
accorhotels.com aims at being a full-service hotel distributor that
attracts
new guests to our properties. Brand sites target guests who are
familiar with
and/or are regular users of the brand. Jean-Luc: We are
confident in the quality of our hotels and we are transparent with our
guests.
Furthermore, guests trust results as a whole; they don’t take one or
two bad
results for granted. We know that can happen but we also have mobilized
our
hotel teams behind this project. Dan:
By providing a link to
TripAdvisor, don’t you fear that travelers will be lured away by other
hotels?
Or by an online travel agency like Expedia? Dan:
Have you noticed any change in
booking patterns since you implemented this policy? Jean-Luc: No –
but we have received very positive comments from our web users who
appreciate
this new service. Dan:
What is your policy on responding
to reviews? Do you respond to all? Jean-Luc: We give
recommendations to hotel managers on how to respond and which reviews
to
respond to, whether good or bad. We definitely encourage our managers
to answer
as this is also a way to develop more dialogue between our hotels and
their
guests. We
give brand recommendations to reflect the brand positioning. We
encourage hotel
managers to answer individually. There is no response template. Dan: What do your hotels do to
encourage favorable reviews? Are all guests solicited, even those who
had
difficulties during their stay? Jean-Luc: We send
an e-mail seven days after departure to ALL customers who booked their
room on
accorhotels.com What do you think?
Leave your comments and take my hotel review poll at www.danieledwardcraig.com
Copyright © 2010 Daniel Edward Craig |
Contact:
Daniel Edward Craig |
Also See: | A
Positive Spin on Negative Reviews / Daniel Edward Craig / November
2010 |
Walking
After Midnight: How to Avoid Being Bumped from Your Hotel / Daniel
Edward Craig / October 2010 |
|
Why Everyone Gets a Hotel Room Upgrade... But You / Daniel Edward Craig / April 2008 |