Reputation Management For Hotels: An In-Depth Guide for Hoteliers

Reputation Management For Hotels: An In-Depth Guide for Hoteliers

Monitoring and shaping how your hotel is seen online – that’s what hotel reputation management is all about.

It means keeping an eye on review websites, posting and engaging on social media, optimizing your website for search engines, and more.

Put simply: Your hotel’s online reputation is crazy important for business overall.

Staying on top of it can make a big difference in how you stack up against the competition.

Let’s take a look at hotel reputation management and why it’s important for your property.

Why You Need to Care About Your Hotel’s Reputation

Your hotel’s reputation is a key driver of bookings, pricing power, and overall hotel brand health.

A positive reputation attracts guests, fosters loyalty, improves search rankings, and helps you recruit top talent.

Neglecting your reputation can lead to lost revenue and missed opportunities for growth.

Why Your Hotel Reputation Matters

  • Direct Impact on Bookings: These days, travelers lean heavily on online reviews, ratings, and social media buzz when planning their stays. A strong reputation builds trust and increases the likelihood of guests choosing your hotel over competitors.
  • Pricing Power: Hotels with excellent reputations can often command higher room rates. Guests are more willing to pay a premium when they perceive they’ll receive a top-notch experience.
  • Attracting Top Talent: Potential employees, just like guests, research a hotel’s reputation before applying. A positive image helps you attract a higher quality of staff, bolstering your guest experience even further.
  • Visibility and Search Rankings: Search engines often consider review scores and positive mentions when ranking hotels. A strong reputation improves your visibility to potential guests.
  • Guest Loyalty and Word-of-Mouth: Delighted guests with positive experiences become brand advocates. They are more likely to return, write glowing reviews, and refer your hotel to their networks, leading to long-term business growth.

In short, your hotel’s reputation is directly linked to its financial success, brand strength, and ability to attract both guests and employees.

What are the Best Hotel Reputation Management Strategies?

Focus on Hotel SEO

One of the first places potential guests will look to find accommodations is on Google or other search engines.

Ensuring your hotel’s website appears prominently in these search results is crucial for visibility and making a great first impression.

To increase search engine visibility, focus on optimizing your site for hotel keywords that guests would use to find hotels in your area.

Regularly update your pages with useful, relevant content to give search bots a reason to crawl your site.

Integrate schema markup so engines can easily understand what your pages are about.

And leverage backlinks from industry sites to signal you are a trusted source worth surfacing in results.

It’s also a good idea to be using Google Search Console to track how visible your site is for important hotel-related searches. This tool lets you monitor which pages rank well or need improvement.

Above all, you’ll need to provide a seamless booking experience from search to checkout to encourage direct bookings once visitors reach your website.

Keep an Eye on Social Media Activity

Social listening (monitoring your social media) should be another pillar of your reputation management strategy.

Tools like Mention and Keyhole allow you to tune into mentions of your hotel across social platforms to see what current and potential guests are saying.

Monitoring social conversations in real-time shows guests you are attentive while surfacing feedback you can use to improve experiences.

It also lets you jump in to thank guests for positive reviews or address issues head on before they spiral.

Repurposing flattering testimonials as social media content can organically showcase your property to new audiences.

The more you engage with and amplify social chatter, the more it signals you care about your online reputation.

Cultivating an Impactful Social Media Presence

While your website may be the hub for reservations, your social media channels have become equally vital touchpoints for modern travelers.

Over half of consumers now follow brands on social to stay updated on offerings. And more guests than ever are booking stays directly from social posts or ads.

With social’s influence growing, ensuring your hotel’s accounts are actively monitored and managed is a must.

Be relentless about posting engaging lifestyle content and responding to comments to show guests their feedback is heard. Social accounts that regularly interact with users build communities and connections that long outlast any single stay.

The key is making guests feel acknowledged by a real human on the other end. So make sure your tone is authentic, empathetic and responsive when you post and engage.

Building these social relationships leads to brand advocates who actively recommend you within their networks.

Fostering Direct Conversations

While social channels help share your story, providing guests easy contact options across your online properties is key for managing reputations.

Visitors should have clear ways to voice questions or concerns and know someone will respond in a timely manner.

Something as simple as live chat on your website facilitates direct conversations to resolve guest issues on the spot.

Data shows over 80% of businesses with chat see increased customer loyalty and bookings.

Your social profiles also allow conversations to flourate organically versus formal review platforms.

Regularly respond to comments and messages, being sure to maintain a professional yet approachable tone even when handling complaints.

The goal is making guests feel heard and important, the hallmark of positive word-of-mouth.

Don’t Forget About Google Reviews (and Google Maps)

For many travel planners, Google platforms like Maps and Google Business Profile serve as go-to resources to evaluate hotel options.

Ranking prominently in these results translates directly into more website traffic, bookings and reviews over time.

Recent Google data reveals over half of actions people take on hotel listings end in direct visits to the property’s website – versus an OTA. This demonstrates guests rely heavily on Google review content when deciding whether to book directly.

This means that vigilant monitoring of your complete Google presence, from accurate location details to review responses, is essential.

Make updating listing information and engaging newly posted reviews part of your regular reputation management regimen.

The goal is conveying an outstanding guest experience at every digital touchpoint, especially ones as influential as Google.

Keep information current, respond to feedback promptly, and optimize conversions from search to booking. If done right, Google can deliver more direct reservations less dependent on intermediaries.

Respond to All Your Google Reviews

While managing online profiles is table stakes today, merely maintaining listings is not enough. How you engage with guest feedback shared across the web has become integral for reputation management.

Reply to reviews in a timely, thoughtful manner that conveys:

  • Appreciation – Thank them for taking the time to leave constructive feedback.
  • Empathy – Validate their concerns while you work to understand what happened.
  • Problem-solving – Offer apologies and propose goodwill solutions when appropriate.
  • Gratitude – Make it clear well-intentioned critiques are valued and help you improve.

The goal is assuring every guest feels heard and knows you care, even if an experience disappointment can’t be changed. Research shows over 60% of travelers are more likely to purchase from hotels that actively respond online.

Review engagement presents opportunities to boost reputations one guest at a time – an effort that pays long-term dividends.

B&B marketing plan strategies

Use Hotel Reputation Management Tools (ORM Technology)

Online reputation management (ORM) software makes monitoring your brand across the web simple and scalable. ORM tools empower you to track mentions, reviews, and discussions happening across myriad channels.

Platforms like ReviewPro and Revinate provide customized dashboards giving visibility into review and social media activity.

With these tools you can configure alerts to flag negative feedback needing response or opportunities to highlight raves. Built-in CRM and analytical capabilities allow identifying pain points while responding directly to guests.

Expand monitoring beyond vendor platforms by integrating supplemental listening tools like Mention and Keyhole. These unlock insight into broader conversations across social, review, news and Q&A sites.

While technology enables efficiency, the human touch still matters – especially when addressing complaints. The right stack combines scalable listening, response assistance and data-driven insights so your team can nurture your reputation via meaningful guest connections.

Sophisticated ORM technology paired with people-first service prepares hotels to protect and strengthen their brands in the digital word-of-mouth era.

A Quick Look at the Best ORM Tools for Hotels

Here’s a rundown of some top-rated ORM (Online Reputation Management) tools specifically designed for the hotel industry:

  • ReviewPro: A long-standing favorite, ReviewPro offers robust review aggregation, in-depth sentiment analysis, competitive benchmarking, and customizable reporting.
  • TrustYou: Popular for its user-friendly interface and powerful survey capabilities. TrustYou helps you gather direct guest feedback and easily publish positive reviews to your website.
  • Revinate: Focused on guest communication and review automation. Revinate excels at streamlining review responses and generating more reviews for your property.
  • GuestRevu: Known for its detailed reports, GuestRevu offers great insights into your reputation across various platforms, as well as competitor analysis.
  • Medallia Zingle: Provides an AI-powered solution for automated messaging and real-time guest surveys, enabling you to respond quickly and gather actionable feedback.

How can a Hotel Effectively Manage its Online Reputation and Reviews?

To manage your hotel’s online reputation, you need to be proactive.

Track reviews on popular sites and social media, responding graciously to every comment, and use this feedback to pinpoint areas for improvement.

Craft a professional, engaging website and use social media to showcase your hotel with stunning visuals and personalized guest interactions.

Empower your staff – they’re the key to exceptional experiences that fuel positive reviews.

Consider adopting reputation management software to streamline your efforts and gain deeper insights into your hotel’s online presence.

Hey! I'm Alexander - the founder of Wizard of Tourism!

About the author

Alexander has been working with business in the travel and tourism industries since 2012. With over a decade of experience, Alexander and Wizard of Tourism strive to help those in the travel industry grow their business online.