“most of The guests are researching their holidays online these days, even if you book finally, by phone or at a travel Agency. And in the Internet users have no Chance to ignore Online reviews. They are everywhere,” says Alexander Fritsch, valuation expert at tourism partner. The company is headquartered in Bregenz, specializes in Online reputation management and eTourism.

Fritsch observed that today the majority of Hotels, the importance of reviews and Writing comments on on-line portals to be aware of. But in the case of negative reviews applies: “he Who does not, or incorrectly reacts as a operating on it, has lost – to the evaluators themselves, but especially in the case of potential guests for the negative reviews booking can be critical,” says Fritsch.

With the influence of reviews on the booking readiness, numerous studies deal. According to an analysis by the University of applied Sciences Bad Honnef and the German Association of Internet travel distribution Association (VIR), for example, 96 percent of the Online guest reviews for your accommodation, “very” (59%) or at least “somewhat” (37%) influence.

A study of the Bournemouth University in Poole has shown that an increase of one point (10-point scale) increases the utilization by an average of 7.5 percent. “Generally the guests are ready to pay for staying in a good rated Hotel and more,” says Alexander Fritsch. Consequently, the pressure on companies to deal with the topic of active increases.

rating management into the daily business

As of the Swiss Hoteliers to go with this pressure and what are the Learnings from the last few years? “We’ve established The meaning and importance of rating platforms and the obtained Scores have a larger influence on the booking behavior, and thus on the revenue of a hotel,” says Thomas glue, COO of Sorell Hotels. Analogous to the Revenue Management you have to deal with today on a daily basis with the assessment management. “Anyone who ignores this or is neglected, will lose the short or long term guests,” says glue. In the context of its quality programme “Service Excellence Sorell” has introduced the hotel group is also in the area of evaluation management tools to support Operational: Thus, for example, formulation examples and tips for correct processing. The active platform is care the answer for the contributions – in the sense of the appreciation belongs to “whenever possible, both for negative as well as positive entries”.

In the Five-star-Superior-Hotel Lenkerhof Gourmet Spa Resort are currently managed reviews on Tripadvisor, Holidaycheck, Booking, and Google. The principle of the house, stating an answer to all portals within 48 hours. “Until a year ago, I commented on all the reviews. Today, half of which are in us but almost in French – even if you speak the language well, is not the as a Non-native speaker completely satisfactory. Therefore, the employee, whose mother tongue is French,” says Director Jan Silent.

The process of answering is not described in the Lenkerhof in detail, the exact Wording however. Each comment is individual and so we want to respond to him. “There’s a Wording and Handling could be a Plan, more of a hindrance”, Jan Stiller is convinced.

reservation due to a good rating

For Raphael Duke, the host of the two Four-star-Superior farms, the forest hotel Davos and Vitznauerhof, Online reviews and feedback have long been an important marketing tool. Therefore, a timely response is important to acknowledge positive feedback and respond to negative quickly.

“In Davos, we feel the influence of the platforms is very strong,” says Duke. The operation is currently rated as number 1 out of 56 Hotels in Davos, and also in Vitznau, you will be in the Pole Position. “In personal conversations with the guests emerged very often that you have chosen your stay because of the reviews,” says the Hotelier. In addition to the Marketing today is also the sales aspect of the review sites, of course, and the Strengths and offerings of the houses can be quickly and comprehensively are presented.

The Marketing and the Guest Relations Department will take care of the management of all platforms and respond to comments on Facebook through Google and Holidaycheck. “So it is possible to influence potential guests directly. Also this increases the overall grade and Ranking on the individual portals as well as on guest feedback platforms such as Trustyou,” says Raphael Herzog. Not every guest will actively informed on a Rate of the houses. You feel in direct contact, that guests are “very satisfied and this would also like to inform, we are always on the Rate attention. We are, however, not active on all of the guests, this can quickly seem to be calling,” said the host, Raphael Herzog.

In the houses of the Sorell Hotels, the guests are asked to rate your stay. “The more reviews you get, the higher the probability that the average value represents a ‘realistic’ value, and not by individual reviews as positive or negative is dyed,” says Thomas glue. In addition to the personal note at Check-out all guests will receive with the given E-Mail address, a thank you mail with a request for Feedback and evaluation. Such a Post-Stay E-Mail with this note, the guests at the Lenkerhof, together with Hints on upcoming deals.

Hard

stay with the extortion attempt To the assessment of management is not only one of, with positive or negative contributions – even unjustified criticism, or even extortion attempts, occurrence can. Cases, where the guests try the houses to blackmail à la “If I get xy, I write a negative review,” in Sorell Hotels according to Thomas glue “is really extremely rare”. The response depends very much on the Situation, whether the guest is objectively considered to be in the right. “Subjectively, the guest is always in the right. We always try to find a friendly solution, but the blackmail we will not let us.”

Raphael Herzog observed in such cases, when guests try to get food or drinks offered or if you want a discount on the current price. “With these guests, we usually remain hard, even if you threaten with negative rating,” says Duke. You’ll always on it, from milling this kind of behavior more and more. “Simply put: we need To educate the guests sometimes.”

unjustified and untrue as well as defamatory feedback, in which a person is being directly addressed, you can notify the majority of platforms and, where appropriate, delete. “If we can’t delete the comment, we will try to respond as professional as possible, so the impact can be mitigated,” says Duke.

For Jan Silent from Lenkerhof Gourmet Spa Resort as a General rule, to clarify the problem cases on the spot. “Generally speaking, I appreciate constructive Feedback very much.” Difficult to a “settlement” after the departure, however, without concrete Manifestation during the stay. “On site you have the opportunity to fulfill the desires or expectations of the guests and to solve critical situations. If the Gas is at home, it’s too late”.

(editing Tamedia)

Created: 25.04.2019, 11:42 am