Companies stand & fall with their online reputation

DIGITAL ADVANTAGE

Most people would probably affirm the question, whether positive ratings on online portals have a positive effect on a hotels bookings. To verify this with figures though, is not always easy. A study developed together with Donna Quadri-Felitti, academic chair and clinical associate professor at New York University, Preston Robert Tisch Center for Hospitality and Tourism however, tries to collect said figures.

In her study Quadri-Felitti was able to support this theory. She found, that it is four times more likely a tourist will book a hotel with better ratings, while the prices are identical. Even if the hotels increase their prices by up to 20%, tourists were still more likely to book the hotel with the better ratings. 76% of the people asked stated they would be willing to pay more for a hotel if the ratings are better.

How to get better ratings

So it has been proven that positive ratings on internet portals are important for a tourist’s choice of booking the hotel.
But is it possible for a hotel to influence the ratings and get better ratings in general? Is it possible for a hotel to make only the positive ratings appear on internet portals?

Yes, it is! It is possible for a hotel to influence the ratings that are published online. This is actually quite simple with iFeedback®.
iFeedback® is an innovative concept for digital feedback, that gives the guest the opportunity to provide his wishes, criticism and suggestions directly to the responsible people. The fact that this happens anonymously not only increases the number of feedbacks, thanks to the feedback being forwarded directly to the responsible staff, it is possible to react to criticism and whishes in an instant.

The story of a dissatisfied guest

This can be illustrated with an example. A guest is dissatisfied with the cleanliness of his room, because he found hairs on his bed. He can now easily complain about the hairs via his own smartphone and the QR-Code or in the lobby via the iPad-terminal. The responsible staff, in this case the room service, then instantly gets an email with the room number as well as the guests’ written criticism. While the guest is at the restaurant, a room maid can solve the problem and ideally leave a short letter of apology for the inconvenience behind. When the guest comes back from dinner, he is positively surprised that his criticism was taken seriously and the problem was solved instantly.

For the guest this is a very special experience and he is very likely to tell his friends and family about it. But not just that, he is also likely to tell other users of relevant internet portals about his experience, the room services attention and the fact, that the opinion of the guest still matters in this hotel.

What happened here?

With iFeedback® the hotel was able to respond to the guests criticism with little effort and made sure the guest anonymously and directly addressed his complaint to the hotel management instead of publishing it on the internet. The guest instead wrote a review during his stay and published it to the portal community, which can convince other users of the high standard quality of the hotel.

It is possible to influence ratings and reviews on the internet, without manipulating them.

All that is needed for this is an opportunity for the guest to give his feedback digitally, directly and anonymously (e. g. iFeedback®) and a little attention from the responsible staff. This way one does not only has a satisfied guest, but also laid the foundation to satisfy even more guests in the future.

For further information

BHM & COMPANY
Rieke Reiß
Tel.: +49 40 60942678- 0
Fax: +49 40 60942678- 9
rieke.reiss@bhmgrp.com
www.bhmco.com
www.bhmgrp.com