According to Gaston Richter, the Sales Director of Trustyou for Spain and Portugal, hotels can use customer feedback to optimise their product strategy and improve the quality of their experience, which will allow increasing conversion.
Customer comments are becoming more relevant and proof of this are the data provided by Richter: “95% of travellers read opinions of other users, between five and seven. The good thing is that 80% of the comments are positive. Even better is that 76% of users who book online would be willing to pay more for a hotel that has a higher valuation. That is, the best rated the more prices can be raised”.
And, as stressed by the manager of TrustYou, “the website of the hotel is like a virtual store and in order to don’t lead people to read those comments in TripAdvisor, the best is to include them on the website itself.” In addition, it allows the hotel to have its own questionnaire since in that case, 44% of customers leave the comment on the page and usually is a positive one.
The recommended length of the questionnaire is no more than five questions. When more questions are asked, the more probable is to get fewer answers.
When your hotel receives negative comments, here are some tips to respond:
– Always reply.
– Accept criticism and investigate complaints.
– Indicate what is going to be done to eliminate the problem.
– Always keep in mind that the response is public and stays there. While the user has anonymity and can write what he wants, the hotel manager doesn’t have this advantage.
So, what to do to get more positive evaluations? Here are some tips as well:
– The positive comment is an electronic tip, so the employee must ask the customer for example in the check out: how his stay was, before even asking him about the consumption of his minibar. And if the answer is yes, suggest him to leave his opinion on social networks or your website.
– To facilitate this, offer you the links to the hotel page on TripAdvisor, Google or Facebook.
– Involve all staff, especially the reception, which is the neuralgic point of the hotel, the first and last point of contact with the client, totally submitted to his scrutiny.