Trends & Insights The Guest Feedback A-Z Guide For Hotels: Part III Laura Badiu // February 21, 2018 // 6 minute read The third installment of our Guest Feedback A-Z Guide is here and this week we are focusing on everything from marketing to surveys. You probably know the drill by now: we are breaking down the most relevant concepts of guest feedback and the hospitality industry in summarized definitions and referrals to extra pieces of information. Also, in case you missed the first two parts of the A-Z Guide, take a look here and here. M Marketing = A concept that you are probably already familiar with, marketing represents all of a business’ actions of promoting and selling its products and services, in order to gain revenue. Hotels nowadays have many options when it comes to marketing, from promoting their actual accommodation and perimeters to making use of a place’s history and heritage or shifting the spotlight to its own excellent reputation. In this regard, TrustYou’s Review Marketing solution, integrated in the guest feedback platform, offers multiple solutions for better marketing guest reviews and the overall hotel reputation, in order to get more bookings: integrating the TrustScore and review widgets on the hotel website, to provide travelers with valuable information from the very beginning of their journey; influencing rich snippets through reviews, for a better visibility on Google; distributing reviews on multiple channels and displaying survey reviews on Google, to get more direct bookings. N Negative Feedback = It happens to the best of us. Despite tireless efforts and high standards, every hotelier comes face to face with negative feedback a few times in his career. Whenever travelers experience discontent during their stay or the hotel does not meet their expectations, they have the liberty of publicly expressing their thoughts and opinions in the online world, through reviews. The worst thing for hoteliers, in this case, is that any type of feedback has an enormous level of visibility nowadays and it has the power to influence other potential guests. However, if hoteliers learn the art of properly replying to negative reviews in a professional way, the negative impact will be diminished. To learn more about this topic, feel free to download and consult our best practice: How to Properly Reply to Negative Reviews. O Online Reputation = What used to work around word-of-mouth, has now developed into a gigantic industry, focused on the online world. Any business directed towards a certain audience relies on that audience’s feedback and impressions and the ensemble of them creates the overall online reputation. The better the reputation, the more successful the business. Especially for hospitality, a hotel’s reputation is of high importance, since the majority of today’s travelers base their booking decision not just on their preferred destination or available budget, but also on reviews and feedback from previous guests. To see the results and the impact of a positive reputation, here's how Fattal Hotels managed to increase the revenue and the direct bookings, based on their online reputation. P Platform = When it comes to hotels and any other type of establishment, a platform represents the best way of managing a multitude of aspects and operations and especially the online reputation. Platforms enable fast connections between different data and the ability to keep all the necessary information in one place. For example, the TrustYou all-in-one guest feedback platform incorporates a multitude of features and tools, which can be operated from one interface: hoteliers can access reviews from more than 250 sources, they can create, customize and send out guest surveys, gather the results and market them, as well as analyzing the overall scores and reputation. Also, on the same platform, there’s the direct messaging feature, which enables constant communication between hotel staff and guests. Such a platform is highly efficient, user-friendly and time-saving. Q Quality Management = Quality is the base of any successful business. The consistent delivery of products and services that meet the expectations of both managers and consumers represents quality management. For the hotel business, this means that managers/owners need to constantly pay attention to the quality of the services that they offer, the proper staff operations and the successful communication between hotel and guests. Quality management determines guest loyalty and positive feedback, which influences the booking decision of future guests and the hotel’s revenue and financial success. R ROI = The official abbreviation of the return on investment metric. In every business, it’s vital to keep track of the ROI and see exactly how much you invested and how much revenue you got as a result. Simply put, the ROI is a form of performance monitoring, which determines the success of your investment. By constantly and thoroughly calculating the ROI, hoteliers can acknowledge the exact areas in which their investments are paying off and if any operational or financial changes need to be made. There’s a certain formula of calculating the ROI: the benefit (or return) of an investment is divided by the cost of the investment, and the result is expressed as a percentage or a ratio. S Survey = The easiest and more effective way of getting feedback on a certain product/service. Surveys are used in almost every business, when analyzing the audience and its preferences, with the purpose of acknowledging strengths and weaknesses and further working on improvements. Hoteliers need to make good use of guest surveys, in order to get valuable feedback from guest and promote their reputation in the online world. TrustYou’s feedback platform incorporated guest surveys, which are 100% customizable and can be personalized. Solicited feedback generally leads to better results and scores, which contribute to a better reputation. Also, the powerful semantic analysis conducted by the TrustYou platform enables a better understanding of the feedback and is the base of further operational changes and improvements. These guest surveys can also be pushed to Google in order for hotel users to gain more online visibility. If you want the full Guest Feedback A-Z Guide For Hotels, you can download it for free here.