Is review engagement the secret to increased occupancy levels?

Is review engagement the secret to increased occupancy levels?

Review sites, love them or hate them but one thing cant be denied – they are part of the hospitality industry and are here to stay.  So how can a hotel get a competitive advantage? According to a study by Medallia, there is a direct and very noticeable relationship between a business’ social media awareness/responsiveness and their rate of success. Now to many people this won’t be very shocking news and indeed it seems fairly obvious a correlation to draw but many hotels are still missing out on the benefit that positive social media engagement can have on their business. Properties that responded to over 50 percent of social reviews grew occupancy rates by 6.4 percentage points, more than twice the rate of properties that largely ignored social media reviews A hotel that positively engages with its guests through social media and responds to feedback in a timely and intelligent way is one that will see measurable levels of success. When you respond to your guests reviews on sites like Yelp and Tripadvisor, you’re showing the human face of your business and it’s the human face that customers like to see. They like to see that you are willing to take criticism and constructive feedback and that you’re willing to see what you’re doing right and act on what you’re doing wrong. When you engage with your guests through social media, you’re showing them that you’re taking a keen and active interest in tailoring your service for them and what they want, rather than simply closing off and giving them the impression you don’t care. The study showed conclusively; that hotels who responded to...