Travelers today have more options than ever before when it comes to lodging. They can choose from hotels, motels, resorts and short-term rentals (often called condos or vacation homes). The biggest driver for hotel selection is usually cost and location. But there are a few other factors that can help travelers decide which property is best for them.
In the age of social media and online reviews, hotel brands need to think differently about how they present themselves and the customer experience. They need to be transparent with customers, and focus on improving the overall quality of their properties.
The era of anything-goes reviews is coming to an end, and consumers are increasingly aware that many online hotel reviews are false. A recent survey from CivicScience found that a majority of people don’t trust any of the top hotel review sites.
For hoteliers, this means that it’s even more important to have an outstanding reputation and deliver the best possible experience for your guests. It also means that you need to be proactive in addressing negative reviews, rather than waiting for them to come to you.
Here are five things that you can do to make your hotel the one that travellers want to stay in.
1. Keep your property’s website updated with the latest photos and information.
Modern travellers will look to your hotel’s website for a quick snapshot of the property and its amenities. It’s a good idea to have an image gallery and description of each room type as well as a map of your property. It’s also helpful to include information about your property’s local surroundings and any special offerings, such as a fitness center or a restaurant.
2. Respond to all online hotel reviews.
When guests leave a review, it’s important to thank them and respond promptly to any concerns that might have been raised. This will demonstrate to your guests that you care about their satisfaction and that you are committed to making improvements.
3. Include guest testimonials on your website.
Travelers today look to other travellers when choosing a hotel, so including guest testimonials on your website is a great way to show that you are an excellent choice for them. These may include photos, stories about special touches from your staff or details of why they love your hotel.
4. Offer a robust rewards program.
A rewards program is a great incentive for guests to return to your hotel, especially if it’s part of a large network. It can also be an effective marketing tool, if the rewards program is well-run and offers a good value to your guests.
5. Support charitable activities.
Hoteliers can do a lot to improve the world by supporting charitable activities related to their businesses. For example, Best Western has a number of programs for education and poverty relief, including scholarships for students pursuing careers in hospitality, and partnerships with Kiva and World Vision to provide microfinancing to entrepreneurs.
