April 26, 2013 - TripAdvisor can be an excellent source of leads for you: your best customers will write about their experiences and help spread the word about your hotel. In fact, a study from the Cornell School of Hotel Administration found that a single star increase on TripAdvisor leads to 28% higher RevPar. The problem is that unsatisfied guests can also write reviews, sharing negative experiences and alienating potential guests. You might think that you have nothing to worry about because you're an expert at making your guests happy, but that is no longer enough.
Just a tiny percentage of dissatisfied customers can ruin your online reputation if they're more motivated to write reviews than your satisfied customers. Before TripAdvisor, hotels trusted that a quiet guest was a satisfied guest, and quickly resolved problems brought to their attention by dissatisfied guests. But now those quietly satisfied guests don't show up on TripAdvisor reviews, and every unhappy customer posts a negative review online if they can't find an easier way to contact you.
Our company Posmetrics has developed a product that solves both of these problems at once. We can find your happiest customers and encourage them to share their experiences online, while giving your dissatisfied customers a chance to talk directly to you instead of to the entire world. From our initial launch, we've already shown that we improved the average TripAdvisor score of a hotel chain in San Francisco by 1.4 stars.
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