The Importance of Managing Your Online Reputation in the Hospitality Industry
In today’s hyper-connected world — where 59 percent of the global population is online and social media is prevalent — managing your online reputation and creating a positive online footprint is crucial to business success.
90% of consumers use the internet to search for local businesses; with the internet at our fingertips, information is highly accessible and readily available. Now, if we want to find out more about a business, share our experience or discover new places, we can do so at the tap of a button. As a result, your online reputation as a business is a powerful driver of consumer decisions, so it will come as no surprise then that managing your online reputation is highly beneficial to your business.
Here are some of the reasons why your online reputation is so important, and how you can manage it:
Boost Visibility
Today, it’s not enough to merely inform consumers of your business; to have a website and post on Facebook every now and then. With competition high, particularly in the hospitality industry, to be a successful business it’s crucial to be both visible and active wherever your customers are. Studies indicate that 97% of consumers use reviews to search for local services — we discover new places through online research, reading reviews and receiving recommendations on social media, a platform for modern-day word of mouth advertising. Positive customer reviews will offer a steady flow of organic, positive content that is valued by search engines. When you’re ranked higher in search engine results, people (and algorithms) are much more likely to see your website and view it as authentic and trustworthy. This, in turn, results in more exposure and increased visibility.
The Power of Positive Word of Mouth
Word of mouth has always been an extremely powerful and effective form of marketing. Customers crave first-hand knowledge from real people, better still, from people they know. We’re much more likely to visit a bar, restaurant or hotel if someone within our network has endorsed it through positive word of mouth. Reviews and recommendations have the power to influence consumer decisions and encourage people to interact with your business.
The digital age has shifted the concept of word of mouth. No longer reserved for dinner party gossip or a chit chat with a friend over lunch; with the help of the internet, a customers experience with your business can travel far and wide in seconds. The internet has become a forum where consumers can openly evaluate services based on feedback, experiences and opinions from other consumers. It’s no secret that social proof drives purchase decisions; 82% of consumers read online reviews for local businesses and 73% of consumers trust a local business more after reading a positive review.
Respond to Reviews
Responding to a positive review, recommendation or mention will help to improve engagement and guest relationships — a small thank you or acknowledgement goes a long way. You’ll also give your business personality and a voice behind the brand; boosting your authenticity and credibility. Adopting a friendly, welcoming approach to feedback can work wonders for your business. In the hospitality industry, according to Gallup Research, guests who are engaged with hotels will spend 46% more per year.
Your Online Presence is Everywhere
Social networks and platforms will only continue to grow in number and popularity, so it’s important to ensure your business is not only present but active and up to date. Traditionally, customers took to Google, TripAdvisor or Yelp to find information on businesses. Now, your online presence is wide and far-reaching. Facebook, Google, Reddit, Quora, Pinterest, Instagram and Twitter are all actively used in this way, often even to communicate directly with businesses, even if a business doesn’t have an account.
With so many available, it can be difficult to keep track of your online image across all the platforms your customers are using. Ensure you are visible across all the relevant online platforms that your customers are active on and, more importantly, manage your information on these platforms.
Give Power to the People
Your loyal customers have the power to shape the success of your business through positive word of mouth. One of the ways in which you can manage your online reputation is to encourage your happy customers to leave reviews and recommendations, so you can be confident that only genuine, quality reviews are a measure of your online reputation.
Today, more and more people prefer to support local businesses and are happy to celebrate those that they love. Showcasing positive reviews is the most powerful, mutually beneficial tool any business can employ.
Consistency is key to building trust and authenticity, make sure your branding and company information is consistent and up-to-date across all the different channels your customers are using. Keep track of all the different platforms you’re active on and the information displayed on each. Taking control and managing your online reputation helps to create a positive online footprint and, ultimately, optimise your customers' experience.
