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by Peter O'Connor (Author)
For hotels wanting to sell through online channels, user reviews have become incredibly influential. Every customer has an opinion and feels entitled to share it with the world. As a result, both on dedicated review sites such as TripAdvisor.com or built into property pages on Online Travel agency websites, what past customers are saying about you can make or break your business, making proactively managing your online reputation essential. However, responding to harsh and sometimes unwarranted criticism on a multitude of websites is often an uphill battle. With the process new to most hoteliers, many struggle to manage it effectively, or sometimes even know where to start, resulting in missed opportunities and a damaged online reputation. Thankfully help is at hand. Based on techniques learned working with both independent and chain hotels, Reviewed! The hoteliers' unofficial guide will assist you in defending, controlling and enhancing your property's online reputation. Using a highly practical approach, this guide provides precise, detailed, step-by-step solutions, tactics and suggestions to help you to: - Better understand the role and importance of user reviews in today's highly competitive online booking environment- Manage your hotel's pre-purchase image so you can more easily exceed guest expectations and drive better user reviews- Use proven strategies to respond to reviews, both positive and negative- Challenge and remove suspicious or unwarranted reviews- Appreciate how the main review channels work and how best to manage their idiosyncrasies and requirements - Assess which software tools to use to assist in online reputation management - Understand how you can drive additional favourable reviews to increase your rating scores and positioning- Use reviews as a free corporate intelligence tool to better understand your, and your competitors', relative strengths and weaknesses.
