Hotel Online
News for the Hospitality Executive

 




Online Guest Reviews Replacing Need for Star Ratings, Surveys

As travelers depend more and more on mobile devices, Lodging Interactive says a web-based
Guest Review System is critical to maintaining a hotel's online reputation


Parsippany, N.J. — January 14, 2013 — According to newBrandAnalytics, in 2012 online customer reviews rose by 25 percent. In an article titled "Social Intelligence Trends for 2013," the social market intelligence group said: "The explosion of online customer feedback is transforming how businesses will use social intelligence to deliver a quality customer experience." newBrandAnalytics predicts that businesses will stop investing in solicited surveys in 2013 due to consistent, reliable and free customer feedback coming from the web via guest reviews. The company also predicts that star ratings will become a thing of the past, as they are being recognized by consumers and businesses as "misleading, unreliable and not actionable." Instead, "consumers will seek verbatim reviews in making their purchase decisions; businesses will decipher the true meaning and uncover important themes discussed in these unstructured reviews to drive improvements." 
 
With travelers now using smartphones and tablets for making hotel reservations, remote check-in/-out, mobile room keys, etc., hotels are fast becoming mobile-rich environments. While the dramatic shift from PCs to smartphones/tablets is providing travelers with unprecedented conveniences, it poses new challenges to owners and operators for reputation management. Should a hotel guest have a bad experience, he or she can tell the world -- or at least his or her personal universe -- in a matter of seconds. Lodging Interactive, hospitality's leading provider of interactive Internet marketing services, proposes that hoteliers prioritize adding online guest review processes to their websites in 2013. By responding instantly to travelers about their stay experience, hotels are improving customer relations and turning around a potentially damaging situation and much more.
 
Lodging Interactive Founder and President DJ Vallauri says the business intelligence driven by its Guest Review Systems is vital, and in many cases, it is replacing other costly procedures.
 
"Lodging Interactive's Guest Review System was hugely successful in 2012 for a number of reasons," Vallauri said. "First, GRS technology is enabling hotels to do things never before possible. By encouraging guests to leave a review on the hotel's website -- not on the OTA -- hotels are maintaining control over the guest experience, the guest relationship and the hotel's reputation. Directing guests to the hotel's website to post comments and reviews keeps them from being redirected to an OTA where they will never come back to book direct. By implementing a web-based Guest Review System, hotels are removing OTA's from the equation and taking ownership of the guest-communication process. Second, private replies to the guest are sometimes warranted. Lodging Interactive's GRS dashboard provides hotel managers with the reviewers email address, facilitating direct-to-guest communication. You can't do that on OTA's. Capturing this critical data goes a long way in establishing and maintaining loyalty and supporting future marketing efforts. Third, a review posted to the hotel's proprietary website gives management the ability to validate that the guest is real before the review is posted publically. Again, that can't be done on OTA's. For years hotels have turned over control of their inventory to third parties. They shouldn't be at the mercy of OTA's for guest reviews too. It's time to take a stand."
 
Providing a repository for online guest reviews also serves as an important way to hold employees accountable for their performance. According to newBrandAnalytics, "social intelligence will drive the real-time 360° performance evaluation system of the future." Hotels can find immediate value in using online guest feedback to "assess performance, make hiring/firing decisions, and motivate staff."

Fueling the Social Channels

Lodging Interactive's Guest Review System ensures there are no delays in communication, and the  appropriate staff can immediately fix any pending problems before the customer leaves the property or has the opportunity to post negative reviews on third-party websites. Additionally, travelers can share their guest reviews on their Facebook wall and to their network of friends. Because the Lodging Interactive GRS validates the legitimacy of the guest, hoteliers can rest assured that reviews posted on the social channels are valid.  
 
Lodging Interactive is now offering a FREE 10-day trial of its Guest Review System. There is no contract to sign, no credit card required, and hotels can cancel anytime. Click here to begin.
 
"There has never been a more critical time for hotels to add an online Guest Review System to their websites and social media channels, especially since close to 50 percent of consumers said they will not book a hotel that doesn’t have online reviews (Forrester Research)," Vallauri said. "If you don't have the time, knowledge or resources to manage this process, Lodging Interactive is here to help -- affordably."

About Lodging Interactive

Lodging Interactive, headquartered in Parsippany, NJ, is an award winning leading provider of Internet Marketing Services to the hospitality, spa and restaurant industries. The company provides a portfolio of effective hotel Internet marketing services to hundreds of hotels, resorts, ownership properties, spas and restaurants. Clients include branded hotels from nearly every major brand as well as prestigious, landmark independent hotels.

Through its CoMMingle Social Media Marketing Agency operating division, the Company offers hospitality focused and fully managed outsourced hotel social media marketing customized solutions. Lodging Interactive is an award winning interactive marketing agency and has been recognized as a leader by the International Academy of Visual Arts, Interactive Media Awards, Web Marketing Association and Travel Weekly’s Magellan Awards.

Lodging Interactive is a proud supporter of the Hotel Sales & Marketing Association International (HSMAI) and a proud member of the Asian American Hotel Owners Assn. (AAHOA). For more information contact Roman Aluisy, Director of Business Development at sales@lodginginteractive.com or at 877-291-4411 ext 705. The company’s website is located at www.LodgingInteractive.com



Contact: 

Barb Worcester
PRpro / Lodging Interactive
Tel: (440) 930-5770
barbw@prproconsulting.com

DJ Vallauri
Lodging Interactive
Tel: ( 877) 291-4411 ext. 704
dj@lodginginteractive.com

 
.
 Receive Your Hospitality Industry Headlines via Email for Free! Subscribe Here 

To Learn More About Your News Being Published on Hotel-Online Inquire Here

Also See: Roman Aluisy Joins Lodging Interactive as Director of Business Development / January 2013

Lodging Interactive More Than Doubles its Growth and Service Offering in 2012 / December 2012

Absence of a Guest Review System Could Land Your Hotel on the NAUGHTY List; Lodging Interactive's web-based Guest Review System is the gift that keeps on giving by keeping hotels accountable for service and delivering a healthier bottom line to owners / December 2012

Lodging Interactive Introduces HD Video Service: 'HotelWebShows'; Hospitality's interactive and social media marketing agency is making video production simple, affordable and hassle free for hoteliers; FREE White Paper available / November 2012

Are Web Crawlers Creeping Around Your Site? Find Out Via a FREE Website Structure Audit from Lodging Interactive / November 2012

Lodging Interactive Offering FREE Social Media Analytics Reporting Tool for First 100 Hotels / October 2012

Lodging Interactive Fall Podcast IDs Top 4 Must-Have Digital Marketing Tools for 2013; Hotelcast 2.0 offers the latest digital marketing tips PLUS an update on the impact online Guest Reviews and QR Codes are making on the travel landscape / October 2012

Lodging Interactive Continues to Win Multiple Industry Awards for Website Design / September 2012

Lodging Interactive Offering FREE CMS & Mobile Website; New customers of the interactive and social media marketing agency that sign up for full digital marketing services will receive a free Content Management System & free mobile website; Offer ending October 31 / September 2012

USA Today and ABC News Report Guest Satisfaction Lowest in Seven Years; Adding Lodging Interactive's Guest Review System to a hotel's website gives owners and operators control over their online reputations / September 2012

Lodging Interactive's Top 5 Budget Items for 2013; The interactive, social media marketing agency identifies digital marketing programs that hotels need to budget for in 2013 in order to remain competitive / August 2012

Hoteliers Take Control of Guest Reviews for Less than $65 Per Month; By posting guest reviews directly on a hotel's website, factors that negatively affect third-party rankings are removed / July 2012

Lodging Interactive and Masterminds Form Strategic Partnership / July 2012

Lodging Interactive Becomes Best Western Preferred Vendor / July 2012

Drowning in a Sea of Social Media Mayhem? 'CoMMingle Social+' Comes to the Rescue; Lodging Interactive and its subsidiary CoMMingle are unveiling a new service called 'CoMMingle Social+' that extends a hotel's social presence to all channels outside of the norm, working in collaboration with the hotel to ensure complete coverage / June 2012

Lodging Interactive Giving Hoteliers Control Over Hotel Website Content / June 2012

Do You Have Interest in Pinterest? / June 2012

Is Your Hotel Website Ready for Summer? Lodging Interactive offers web design, hosting, maintenance, SEO, performance analytics, content management and guest reviews with no upfront cost, just a low monthly fee / May 2012

Does Guest Review Management Really Pay Off? / May 2012

Lodging Interactive Wins Multiple Awards for Hotel Website Design / May 2012

AAHOA Members Offered FREE Guest Review System from Lodging Interactive / May 2012

Reputation Management Software Tools: Are They Enough? / April 2012

5 Steps to Manage Negative Guest Reviews Every Hotel Should Know / April 2012

Lodging Interactive Offering Free Mobile Website to NEW Customers Signing Full Agency Services; Hoteliers who sign up for website design, SEO, social media marketing and online reputation management from the start of the AAHOA convention May 2 to the conclusion of the HITEC conference June 28 will receive the complementary service / April 2012

Lodging Interactive Launching Affordable 'Hotel Website Solutions'; New service offering web design, hosting, maintenance, SEO, performance analytics and guest reviews with no upfront costs, just a low monthly fee, will debut at the AAHOA Annual Convention in May in Booth #124 / March 2012

AAHOA Members to Receive Aide Via New Lodging Interactive Membership; New programs and financial models for web design, web optimization and content management to be introduced in 2012 for Asian American Hotel Owners Assn. members; Visit Lodging Interactive at the AAHOA Convention in Booth No. 124 / March 2012

How Good Is Your Hotel's Social Media? Lodging Interactive subsidiary helping hotels increase rankings on review sites and search engines, plus increase fan base on social networks / March 2012

How Good is Your Hotel's Online Reputation? Lodging Interactive Sites 5 Top Reasons Why Hoteliers Should Add a Guest Review System to their Website / March 2012

Lodging Interactive Launches 'InnterACT' Website Analytics & Social Tool; With Lodging Interactive's InnterACT portal, hoteliers can access real-time analytics, archived reports and search engine ranking PLUS monitor their social media presence / March 2012

Lodging Interactive, CoMMingle Recognize Excellence with Director Promotions; Alicia Pavignano promoted to Lodging Interactive Director of Client Services; Rosella Virdo advanced to Director of CoMMingle Social Media Marketing / February 2012

Lodging Interactive Launches Vanity URL Service for Google+ / February 2012

Lodging Interactive, CoMMingle Adds Google+ Service to Enhance Hotels' Social Media Strategies / February 2012

Online Guest Reviews Gaining Momentum; Independent Hotels Now Validating Comments, Controlling Reputations with Online Tool / January 2012

The Wilshire Grand Hotel Raving about Lodging Interactive's Guest Review System / January 2012

Lodging Interactive, CoMMingle Capitalizing on 10 Years of Success / January 2012

Lodging Interactive Podcast Reveals What's Hot in Social Media & Marketing / January 2012

Lodging Interactive Offers 5 Tips to Making Web Strategies Fresh; With the recent roll-out of Google's Freshness Update, hotels can maintain a high search ranking if they follow five steps outlined by hospitality's social media marketing agency / January 2012

Hotels Collect Guest Reviews From Facebook / November 2011

Lodging Interactive Wins Travel Weekly's Magellan & W3 Awards For Excellence / October 2011

Hotel Social Media Engagement Perspective / Richard Walsh / October 2011

New Guest Review System For Hospitality - Industry First / October 2011

Lodging Interactive To Unveil New Guest Review System / October 2011

Lodging Interactive Releases HotelCast2.0 Podcast Archives / September 2011

The Value Of Hotel Guest Reviews By Lodging Interactive / August 2011

Lodging Interactive Wins Top Honors at 2011 Interactive Media Awards Winning Multiple Design Awards / June 2011

Lodging Interactive Launches Chatter Guard For Restaurant Industry; Chatter Guard To Provide Service Attribute Scoring With Human Review Process To Restaurants / June 2011

Lodging Interactive Launches Brand Field Marketing Services / May 2011

Lodging Interactive Partners With The State of Georgia / May 2011

Lodging Interactive Advises: What Does Google+1 Mean For Hotels / April 2011

Lodging Interactive Launches Display Remarketing Program / April 2011

Lodging Interactive Launches Turn-Key Mobile SMS Text Messaging Services / March 2011

Attention Hoteliers - Beware Of Virus Worms Spreading Through Free URL Shortening Services / January 2011

CoMMingle by Lodging Interactive Introduces Its Social Media Connector Toolbar for Hotels / January 2011

CoMMingle by Lodging Interactive Rolls Out Facebook Social Media Marketing Applications for Hotels / January 2011

Comprehensive Social Media Monitoring Tool For Hotels Only $39.95 / November 2010

Lodging Interactive Recognized by International Academy of Visual Arts / November 2010

Search Marketing Service Enables Chain Hotels To Create Optimized Customized Landing Pages For SMERF Markets / October 2010

Lodging Interactive Captures Multiple Web Site Design Awards From Web Marketing Association / October 2010

Lodging Interactive Wins Design Honors at 2010 Travel Weekly Magellan Awards, Winning Multiple Design Awards / September 2010

Chatter Guard Social Media Monitor Report - August 2010 - Is Released / September 2010

Link2Brand Empowers Branded Hotels To Manage Their Own Marketing Campaigns – No Website Needed / September 2010

Guest Satisfaction - July 2010 Chatter Guard Benchmark Report Is Released /August 2010

Guest Satisfaction - June 2010 Chatter Guard Benchmark Report Is Released / July 2010

CoMMingle Offers Free Social Media Marketing Audit / July 2010

Full Service Social Media Marketing Agency For Hospitality Is Launched / June 2010

Guest Satisfaction - May 2010 Chatter Guard Benchmark Report Is Released / June 2010

A Whole Lot of Like: What Facebook's "Like" Button Can do For Hospitality Brands / May 2010

Guest Satisfaction - April 2010 Chatter Guard Benchmark Report Is Released / May 2010

Guest Satisfaction - March 2010 Chatter Guard Benchmark Report Is Released / May 2010

Lodging Interactive Launches Chatter Guard Lite Social Media Sentiment Monitoring For Hotels / April 2010

Guest Satisfaction - February 2010 Chatter Guard Benchmark Report Is Released / March 2010

WARNING TO HOTELS... Don't Use Free Link Shortening Services in Your Marketing / March 2010

Lodging Interactive Enables ROI tracking of Facebook & Twitter Hotel Bookings / February 2010

Measuring Your Hotel's Online Reputation By Service Attributes / February 2010

Hotel Social Media Perspective / February 2010

Hotels Book More Government Business With Innovative Link2Brand Service / January 2010 

Guest Satisfaction - December 2009 Chatter Guard Benchmark Report Is Released / January 2010

Google Real Time Search Integration & Hotel Social Media Marketing / January 2010

Why Your Hotel Should NEVER USE TinyURL to Redirect Links / December 2009

Guest Satisfaction - October 2009 Chatter Guard Benchmark Report Is Released / November 2009

Lodging Interactive Offers Turn-Key Mobile Websites For Hotels / November 2009

How to Handle Google Maps Mixups / October 2009

Guest Satisfaction - September 2009 Chatter Guard Benchmark Report Is Released / October 2009

Introducing: CoMMingle Social Media Marketing Agency for Hospitality / September 2009
.
..

To search Hotel Online data base of News and Trends Go to Hotel.OnlineSearch

Home | Welcome | Hospitality News
| Industry Resources

Please contact Hotel.Online with your comments and suggestions.