Reviews strongly influence quality management ++ 95 percent of hotel chains reply to reviews ++ 55 percent use TrustYou as their ORM tool
Munich, 23 November 2015 – Experts for hotel reviews and online reputation recently conducted a study with 20 hotel chains in Germany, Austria, and Switzerland including Accor, Lindner and Motel One. The topic examines “How hotel chains manage the flood of reviews.” The results reinforce the importance of online reputation management (ORM) in the hospitality industry:the right way to deal with reviews results in a stronger customer relationship, more bookings and higher revenue.*
TrustYou, global online reputation management market leader, was named the ORM tool being used by more than half of those surveyed, which underlines the quality of the products and services. The tool offers a variety of possibilities to monitor, analyze, and react to reviews. All participants of the study use an ORM program and are “satisfied” or “very satisfied”.
Further results of the study show that 90 percent of the respondents perceive the influence of review on quality management “strong” or “very strong”. 40 percent see a correlation regarding pricing. A recently conducted TrustYou study also showed that 76 percent of travelers are willing to pay more for a hotel, if it is rated better.
Concerning the responsibility of responding to reviews, hotels within the Tourismuspartner study indicate that they usually reply themselves with support of the headquarters. In total, 19 out of 20 hotels reply to reviews on portals within 24 to 72 hours. For this purpose, 80 percent of hotels within the study have developed internal guidelines, which contain recommendations about style, wording and text blocks to guarantee a timely reply.
TrustYou reacted to the mobile requirements of today’s society and developed the new App TrustYou Radar (available iOS and Android). It enables its users to receive new reviews on the go and reply directly.
Holger Sigmund of Tourismuspartner explains: “Our experiences of the work with the brand hotel industry are confirmed by our study: The industry realized that reviews are a valuable marketing instrument. Now the strategy for using ORM tools like TrustYou needs to be developed. Especially regarding comments of online reviews, which is mostly taken over by single hotels, employees require assistance by the management. Trainings, guidelines and specific directions for action help.”
An overview of all results of the Tourismuspartner study is available at http://www.tourismuspartner.co.at/english/news/
*Result of a recently conducted TrustYou Study
Copyright of the infographic: ©Tourismuspartner