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Hotel/Resort Online Reputation Management

Last Update: Dec 5, 2023 @ 9:05 am

“Your brand isn’t what you say it is, it’s what Google says it is.” 

– Chris Anderson, Director of Digital Marketing, IHG


In the digital age, hotel and resort success depends on online reputation management. A positive internet reputation can increase reservations and attract new guests, while a negative reputation can lower revenue and damage the business. As a business owner, hotel or resort manager, or marketing professional, you must grasp the value of online reputation management and how to apply efficient techniques. We’ll examine how to improve and maintain a positive internet reputation in this article.

Case Study_ Rosewood Hotels and Resorts
Rosewood Hotels and Resorts From the Web

Case Study: Rosewood Hotels and Resorts

One hotel brand that has implemented effective online reputation management strategies is Rosewood Hotels and Resorts. They seek to give tourists a unique and authentic experience that reflects the destination’s culture and customs through their “Sense of Place” program. To preserve a good online reputation, they also use these methods: 

  • Consistently replying to TripAdvisor, Expedia, and Booking.com reviews.
  • Monitoring brand references online and engaging with guests on Instagram and Twitter.
  • Personalizing guest experiences like welcome amenities and local tours.
  • Promoting guest input through surveys and emails.
  • Staff training on guest interactions and communication.
Benefits of Online Reputation Management
Positive Customer Reviews From the Web

Benefits of Online Reputation Management

Positive internet reputation has several benefits, including:

  • Increased bookings and revenue: Positive reviews and ratings can attract new guests and increase bookings, while negative reviews will repel them. 93% of travelers globally use internet reviews to book hotels, and 53% won’t book a hotel without reviews, according to TripAdvisor.
  • Improved brand image: A positive online reputation can enhance the brand image and distinguish the hotel or resort from competitors.
  • Better guest experience: Addressing guest feedback and concerns can lead to improved guest satisfaction and loyalty.
  • Crisis management: Effective online reputation management can help mitigate the impact of negative reviews or incidents and prevent further damage to the brand image.
  • Competitive advantage: A positive online reputation can give the hotel or resort a competitive advantage in the industry.
Action Plans to Effectively Manage Online Reputation
Excellent Online Reputation From the Web

Action Plans to Effectively Manage Online Reputation

To effectively manage online reputation, hotels and resorts can follow these action plans:

1. Set up profiles on major review sites and social media platforms

Setting up profiles on major review sites and social media platforms is a crucial first step in online reputation management for hotels and resorts. These profiles allow businesses to have an online presence and engage with their customers on various platforms where they are most active.

Guests can submit reviews on TripAdvisor, Google My Business, and Yelp. By setting up profiles on these sites, hotels and resorts can monitor and respond to reviews, address any negative feedback, and showcase positive reviews to potential guests.

Hotels and resorts must also be present on social media platforms like Facebook, Twitter, and Instagram. These platforms allow businesses to engage with their customers, share updates and promotions, and showcase their amenities and facilities. By being active on social media, hotels and resorts can also address any customer concerns or feedback in a timely manner and show their commitment to providing excellent customer service.

In summary, setting up profiles on major review sites and social media platforms is a crucial first step in online reputation management for hotels and resorts. It lets companies create an online presence and interact with customers on their preferred platforms.

2. Monitor and respond to guest reviews and feedback promptly

Monitoring and responding to guest reviews and feedback promptly is another important aspect of online reputation management for hotels and resorts.

Guest reviews and feedback can have a significant impact on a hotel or resort’s reputation. Positive reviews can lead to more bookings and revenue, while negative reviews can drive potential guests away. Therefore, it’s crucial to monitor reviews and feedback on review sites, social media, and hotel booking sites.

Promptly responding to guest reviews and feedback, whether positive or negative, shows that a hotel or resort cares about its guests and their experience. Responding to negative feedback shows that the hotel or resort is willing to address any issues and improve its services. On the other hand, responding to positive feedback shows appreciation for the guest’s support and can lead to increased loyalty.

Responding to evaluations should be professional, sensitive, and sincere. Thank the guest for their feedback and address their concerns or comments. Offer a solution or apology if necessary, and show a willingness to improve or make changes. Always respond in a timely manner to show that the hotel or resort values its guests’ opinions.

In summary, monitoring and responding to guest reviews and feedback promptly is an essential part of online reputation management for hotels and resorts. It shows that the hotel or resort cares about its guests and their experience and can lead to increased loyalty and positive word-of-mouth.

3. Offer personalized experiences and services to enhance the guest experience

Offering personalized experiences and services is another effective way to manage online reputation for hotels and resorts. Personalization can help create a memorable and positive experience for guests, which can lead to positive reviews and increased loyalty.

Personalization can range from accommodation customization to restaurant, entertainment, and activity recommendations. Hotels and resorts can use guest data to build customized marketing campaigns and special packages for birthdays, anniversaries, and other occasions. Providing guests with personalized touches such as welcome gifts, handwritten notes, or customized amenities can also enhance their experience and leave a lasting impression.

In addition to enhancing the guest experience, personalized services and experiences can also lead to positive reviews and increased revenue. A study by Accenture found that 75% of customers are more likely to buy from a company that recognizes them by name, recommends options based on past purchases, or knows their purchase history.

Personalization can also help hotels and resorts stand out from their competitors and create a unique brand image. By offering customized services and experiences, hotels and resorts can differentiate themselves from other properties and create a loyal customer base.

In conclusion, offering personalized experiences and services is an effective way to manage online reputation for hotels and resorts. It can enhance the guest experience, increase loyalty and revenue, and help create a unique brand image. Hotels and resorts should leverage guest data and use it to create targeted marketing campaigns and offers, and provide guests with personalized touches to leave a lasting impression.

4. Encourage guest feedback through surveys and follow-up emails

Encouraging guest feedback is an essential part of online reputation management. By actively seeking out guest opinions, hotels and resorts can gain valuable insights into their strengths and weaknesses, identify areas for improvement, and take corrective action where necessary. This can be done through surveys and follow-up emails.

Hotels and resorts can conduct surveys using SurveyMonkey or Google Forms. These surveys can be sent to guests after their stay and can cover a range of topics, such as the check-in process, room cleanliness, staff friendliness, and overall satisfaction. Surveys should be concise to avoid overwhelming guests.

Follow-up emails can also be an effective way to encourage guest feedback. After a guest’s stay, the hotel or resort can send an email thanking them for their business and asking for their feedback. This email can also include a link to a survey or review site where guests can leave their thoughts and comments.

By actively seeking out and responding to guest feedback, hotels and resorts can improve the guest experience and enhance their online reputation. This can boost reservations and revenue.

5. Provide staff training on communication and guest interactions

Staff training on communication and guest interactions is critical for successful online reputation management. A hotel or resort’s personnel represent the brand and might affect the guest experience. Therefore, it’s crucial to teach them how to communicate with guests and resolve concerns.

Conflict resolution, customer service, and efficient communication should be covered in training. Staff should also be trained on how to handle negative feedback and complaints, as these situations can be challenging and require a delicate touch.

One way to provide training is through role-playing exercises, where staff can practice interacting with guests and resolving issues in a safe and controlled environment. Staff can also learn from real-life instances of exceptional customer service and apply these concepts to their work.

In addition to training, it’s essential to provide ongoing support and coaching to staff. Regular check-ins and feedback sessions can help identify areas for improvement and ensure that staff members are consistently providing exceptional customer service.

Overall, staff training is a critical component of online reputation management for hotels and resorts. By providing staff with the necessary skills and support, hotels and resorts can ensure that they are delivering exceptional guest experiences and building a positive online reputation.

6. Develop a crisis management plan to address negative reviews or incidents

Developing a crisis management plan is crucial in online reputation management. Even the best hotels and resorts may face negative reviews or incidents that can damage their reputation. It’s crucial to have a plan for such scenarios. The crisis management plan should include steps to take in the event of a negative review or incident, including who to contact and how to respond.

Here are some key steps to include in a crisis management plan:

  • Identify potential crisis scenarios: Consider possible scenarios that could arise, such as a guest complaint about an employee or a negative review about a particular service or amenity.
  • Establish a crisis team: This should include members from marketing, operations, and management to address the situation.
  • Develop messaging: Establish clear messaging and talking points for the crisis team to use in addressing the situation.
  • Monitor online conversations: Use social media monitoring tools to track online conversations and identify any negative reviews or mentions of the hotel or resort.
  • Respond promptly: Respond promptly and professionally to negative reviews or incidents, and take appropriate action to address any issues raised.
  • Follow up: Follow up with guests to ensure that their concerns have been addressed and to gather feedback on their experience.

Hotels and resorts can better handle unfavorable reviews and incidents and reduce reputation damage by implementing a crisis management plan.

7. Track metrics to measure the success of the online reputation management strategy

Tracking metrics is a crucial part of any online reputation management strategy for hotels and resorts. Measuring the success of the strategy allows for adjustments and improvements to be made as necessary. Important metrics include:

  • Review ratings: Review ratings on TripAdvisor, Google, and Yelp can assist you grasp your property’s general mood.
  • Sentiment analysis: Using tools such as social media monitoring software or natural language processing can help you analyze the sentiment behind guest reviews and feedback.
  • Engagement rates: Tracking engagement rates on social media platforms like Instagram and Facebook may show you how your content is performing.
  • Response rates: Monitoring response rates to guest reviews and feedback can help you determine if you are addressing guest concerns in a timely manner.
  • Referral sources: Tracking referral sources for guest bookings and reviews can help you understand which channels are driving the most business and which ones require more attention.

By watching these indicators, you can learn about your online reputation and make data-driven decisions to improve guest experience and reputation.

Conclusion on Online Reputation Management
Online Reputation Management Visual From the Web


Today, your hotel or resort’s online reputation may make or ruin it. Guest input can reach millions of potential customers via social media and online review systems. Therefore, internet reputation management is essential to any hotel or resort’s marketing plan.

Hotels and resorts can attract new customers and increase revenue by executing an efficient online reputation management approach. Set up profiles on major review sites and social media platforms and give personalized experiences to improve the guest experience. Negative reviews and events can be mitigated by staff training on communication and guest interactions, guest feedback through surveys and follow-up emails, and a crisis management plan.

An online reputation management strategy’s performance can be measured by review ratings, sentiment analysis, and engagement rates. By watching these indicators, hotels and resorts may make informed decisions to improve their online reputation.

In today’s competitive hospitality industry, online reputation management is crucial to maintaining a positive image and attracting new business. Hotels and resorts can establish loyal customers and long-term profitability by investing in this technique.

READ ALSO: The Essential Ingredients: Building a Strong Restaurant Brand and a Loyal Customer Base

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