Whether hotels like it or not, they cannot ignore TripAdvisor. Not only do people today write reviews, they also read reviews in the course of planning a trip. Not all happy guests will write a review but it is increasingly recognised that people are more likely to write a positive review than a negative one. That is more than enough reason to take the satisfaction of guests seriously.
One hospitality brand that is doing this is the New York-based Library Hotel Collection. Over the last three years it has made the top seven hotels in New York on TripAdvisor, and is always in the top 10. In addition, its Casablanca Hotel has been #1 for over three years.
Top tips for getting it right
Get all your most creative problem solvers together and go through the reviews to understand what people are saying about you now.
Look at the positives and think about how to deliver that experience to all guests at every encounter.
Examine negative comments and work to solve those issues, or at least do all the things you can to diminish future negative responses.
Imagine the kind of reviews you would like to have and be the hotel that would inspire those reviews.
Create a storyboard for each guest touch point, detailing the kind of behaviour and best practice that you know should produce a very happy outcome.
Then train, coach and inspire your team every day to do all that they can to make guests happy.
Motivate them by giving them a sense of pride in their work and pride in service. Show your appreciation and celebrate their success.
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