hotel reviews
How Labor Shortages Can Impact Hotel Reviews and Long-Term Growth
Larry and Adam Mogelonsky | June 15, 2022
By Larry and Adam Mogelonsky Think broadly about the post-pandemic ‘revenge travel’ surge we hoteliers find ourselves in the midst of right now. After being cooped up for two years, people want to travel again. And not just plan a trip, but due to COVID-19 (read: mortality salience or #YOLO) many place a greater value on travel as a meaningful contribution to their lives. In stark opposition to this prospect of high occupancy is the lack of new staffers, which likely won’t end any time soon given a slew of forces beyond any hotel’s direct control. Together, this amounts to overworked teams and the possibility for service errors. ...
Make a Goal of Curating Great Reviews for 2022
Larry and Adam Mogelonsky | January 26, 2022
By Larry and Adam Mogelonsky The long tail of the pandemic is what it is. Still in the throes of this ‘Great Reset’ as we slide in 2022, travelers’ booking behaviors are also resetting. And as guests change the ways in which they find accommodations, you can get ahead by focusing on this one key task. Specifically, as exemplified by the latest omicron variant, fears of the virus are still very much top of mind among large swaths of the world. People want to travel but brand trust is paramount. According to the linked study, this has led to hotel reviews now being considered as the third most important booking driver after location...
Tripadvisor Content Moderation Transparency Report Reveals New Data in Fight Against Fake Reviews
TripAdvisor | October 27, 2021
2021 Review Transparency Report analyzes a full year of traveler contributions — over 26 million reviews — to examine how review trends shifted during the pandemic A total of 3.6% of all review submissions in 2020 were identified as fake – Tripadvisor’s robust platform protections ensured the vast majority never made it onto the platform In-depth report findings coincide with launch of new Trust and Safety information center on Tripadvisor NEEDHAM, Mass. - Tripadvisor, the travel platform trusted by hundreds of millions of consumers worldwide for its traveler reviews, has today published its 2021 Review Transparency Rep...
5 Things to Share This Holiday Season on Social Media
Pipeline Social Media | December 21, 2020
By: Maiya Wall / Pipeline Social Media The holiday season is here, and unfortunately, so is COVID-19. People are feeling anxious to travel again, undecided if it is wise to do so, and discouraged about missing out on holiday traditions. Travelers are wondering “How can I know for certain that I will have a safe stay?” One solid answer to this question is still hard to give with so many differences in opinions about how to best respond to this pandemic. From a digital marketing perspective, we advise you to focus on what you can do to alleviate guest concern this holiday season. Shift your thinking from “When will this virus end...
Online, Everyone Is a Guest-7 Ways to Extend Customer Service Through Social Media
Pipeline Social Media | October 26, 2020
By Maiya Wall / Pipeline Social Media What is the first thing that a potential guest does before booking a stay at your hotel? Most likely, it’s not going directly to the hotel website to learn about amenities. We believe they’ll go to your social media profiles and review sites first. They want to know what a stay at your hotel is like, they want to see more photos of your hotel that aren’t staged, and they want to see what other people are saying about you. When potential guests stop by your social channels to take a look, make sure you extend the same level of customer service online as you do in person at your hotel! This arti...
Reputation Management for the Post-Covid Hotel
Larry Mogelonsky | September 9, 2020
By Larry Mogelonsky, MBA, P. Eng. (www.hotelmogel.com) How has reputation management for hotel brands evolved in the wake of the pandemic? Do travelers rely more or less on third-party reviews? Have their top criteria for judging a property changed? Can we attribute a specific dollar amount for how much a good or bad review will cost an organization? These are some of the questions I ask myself when confronting this relatively new field. So that we’re all on the same page, when we refer to reputation management we are discussing the capacity of user-generated content (UGC) stemming from a guest’s experience to alter another customer...
The Risks in Relying Solely on Guest Reviews
Jochen Ehrhardt | September 24, 2019
By Jochen Ehrhardt In today’s world, everybody seems to have an opinion about the quality of hotels and there is no shortage of avenues for voicing those opinions. Online booking sites, (meta-) search platforms, as well as the hotels themselves encourage hotel guests to share their impressions. Hotels have long realized that guest reviews are valuable information that needs to be taken seriously and is indeed quite helpful feedback for improving their offerings. However, this is only the second-best guest feedback there is, after, of course, collecting it face-to-face during the hotel stay. Collecting face-to-face feedback obvio...
How to Respond Properly to Online Hotel Reviews
Kacey Bradley | September 16, 2019
By Kacey Bradley In today’s digitally-inclined world, online reviews are a significant part of the hotel booking process. According to one study, more than 50% of travelers don’t want to book until they read reviews — typically between six and 12. They want first-hand accounts of a stay on your property, whether good or bad. The newer the feedback, the more helpful. You can’t prevent bad reviews — no matter how stellar your guest experience. What you can control is how you respond. The majority of travelers — 87% — say an appropriate response to a bad review improves their impression of the hotel. On the flip-side, a...
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