Less than 4% of negative reviews on TripAdvisor get a response, according to TripAdvisor, which has more than 30 million reviews. But the review site says it saw a 203% explosion in responses from hotels last year.
Armed with a log-in account and numerous travel websites willing to give them a forum, customers are increasingly vocalizing their experiences online for other travelers to read. That’s prompting more hotel managers to respond quickly or fear losing business.
Hotel managers may ignore customers’ reviews at their peril, some analysts say. Others say they’re just another way for hotels to find ways of improving operations. And those who are paying attention and responding to customers can earn some goodwill points at a time every room night counts.
Large hotel companies have always solicited customer surveys from guests. But they’ve relied mostly on numerical rankings and have rarely contained descriptive explanations.
Managers still regularly receive customer survey scores tabulated by the headquarters, but online reviews are being used to improve training, adjust restaurant and staffing hours and add or remove amenities, says Bjorn Hanson, a hospitality professor at New York University.
Fuente: USAToday.com
great post!
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