The Power of Reviews

December 25, 2017Niry Fidelis


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Customers’ reviews are now more important than the quality of the product itself?

As an employee in a hotel and as a
frequent traveller, this time I tried to see the trips by the side of the ones
who manage hotels. On one side seminars and short courses organized
by the hotel updates me day by day with plenty of things to follow in order to
satisfy the customers of the new generation and on the other side, I
have noticed how my mode on searching hotels have changed along the years
thanks to the technology which has opened the door to enable us consumers to
more easily discover, research, and to choose the exact one I really want. Now
people share their opinions and experiences online and on doing this they help
others, like me, to make the decision. Customers have an infinity amount of
choices now and when it comes to hotels compared to those over 60, people under
45 seems more likely to trust reviews than recommendation from friends and
family. In fact, correct me if I’m wrong, when we contact the hotel for a
reservation, we know already everything about the place where we are up-to,
probably more than what the hotel knows about itself and after having gathered
all the needed information if we decide to get in touch with the hotel it is
just to get a confirmation that what we already know is right. It means, in
other words, that we are ready to book! If however the reservation fails means
that the hotel hasn’t been able to give the last good deal to the
client properly. This is why hotels must learn to handle the online reviews,
they have a big role nowadays and most of the times they are more important
than the quality of the product they offer.

Tracking the competitors’ prices is not enough
anymore; hotels now need to face the reviews in order to improve their standing
position in the market because most of the travellers don’t commit to a booking
until they read reviews.  Customers’
rankings and reviews are becoming more and more important because they became a
prime source of information as they take people to a specific route. Remember
that no traveller today make a reservation without reading reviews and they
have more and more necessary tools to access information on you, on your
structure and on your competitor. Now, if all the reviews are good, then you
have the work simplified but don’t think that you are in a perfect position. It
is better having some critiques rather than not having it at all because seems
that people entrust more when they find both positive and negative comments.  

“Fortunately” people are used to pick
holes everywhere and they never accept deficiencies when they pay. This is a
reason why they leave negative reviews and it is very important finding them
out in order to optimize them. What the hotel must know is that critiques not
only help to attract more qualified clientele but they represent the ideal
opportunity to set remedy to some weak point and to receive a positive comment
that mitigated the original negative one. By the way, don’t forget that these
critiques could also help the hotels to identify areas on which there is to
improve. The hotel must learn to answer them in a suitable way, if they do so,
they could receive even more bookings and the customer who has already written
the critique when seeing the positive approach can also come back to the hotel
once again. For this reason it is very important to check the feedbacks to
answer at the right moment. It could be certainly difficult to stay updated
with the reviews but it is important being alarmed. Watching out for those
important websites like TripAdvisor, booking.com and Facebook could be a good
solution and cutting out some time to make a google search of your hotel to see
the online results is absolutely necessary. Once taken this habit it will become
all simplest and fast. 


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