Effective ORM strategies to boosting hotel reputation & growth

Effective ORM Strategies to Boosting Hotel Reputation & Growth

In the hotel and travel industry, online reviews shape brand reputation and influence bookings. With 81% of travelers reading reviews before booking, managing feedback is crucial. Effective ORM (Online Reputation Management) strategies involve monitoring reviews, responding professionally, and building trust. Hotels can strengthen their online presence and drive long-term growth through reputation management.

In this blog post, we’ll explore the importance of ORM for hotels, the challenges they face, and effective strategies to boost their reputation and drive growth.

The Importance of ORM for Hotels

In today’s digital age, online reviews have become a crucial factor in shaping a hotel’s reputation. They influence bookings, cancellations, and even employee morale. A single negative review can deter potential guests, while a stream of positive reviews can drive bookings and revenue. According to a study by Forrester, 93% of customers say that online reviews influence their purchasing decisions.

Hotels with a strong online presence and a positive reputation are more likely to attract repeat customers, increase brand loyalty, and drive long-term growth. On the other hand, hotels with a negative online reputation may struggle to attract new customers and may ultimately face financial consequences.

Challenges Hotels Face in ORM

Despite the importance of ORM, hotels face several challenges in managing their online reputation. Some of the common challenges include:

1. Review Volume: Hotels receive a high volume of reviews from various sources, making it difficult to monitor and respond to each review.
2. Negative Reviews: Hotels often face negative reviews, which can be damaging to their reputation if not addressed promptly and professionally.
3. Fake Reviews: Hotels may encounter fake reviews, which can be challenging to identify and remove.
4. Responding to Reviews: Hotels may struggle to respond to reviews in a timely and professional manner, which can lead to further negative feedback.

Effective ORM Strategies for Hotels

To overcome the challenges and boost their reputation, hotels can implement the following effective ORM strategies:

1. Monitor Reviews: Hotels should monitor reviews from various sources, including review websites, social media, and guest feedback forms.
2. Respond Professionally: Hotels should respond to reviews promptly and professionally, addressing both positive and negative feedback.
3. Build Trust: Hotels should focus on building trust with their customers by being transparent, responsive, and authentic.
4. Encourage Feedback: Hotels should encourage feedback from guests by providing easy-to-use feedback forms and incentives for guests to share their experiences.
5. Identify and Remove Fake Reviews: Hotels should identify and remove fake reviews to maintain a positive and authentic online reputation.
6. Use ORM Tools: Hotels can use ORM tools to monitor reviews, respond to feedback, and track their online reputation.
7. Employee Training: Hotels should train their employees to handle customer feedback and reviews in a professional and empathetic manner.
8. Guest Loyalty Program: Hotels can implement a guest loyalty program to encourage repeat business and positive reviews.

Best Practices for Responding to Reviews

When responding to reviews, hotels should follow the following best practices:

1. Respond Quickly: Respond to reviews promptly, ideally within 24 hours.
2. Be Professional: Use a professional tone and language when responding to reviews.
3. Address the Issue: Address the issue or concern raised in the review and offer a solution.
4. Show Empathy: Show empathy and understanding towards the guest’s experience.
5. Keep it Brief: Keep the response brief and to the point.

Conclusion

Effective ORM strategies are crucial for hotels to boost their reputation and drive growth. By monitoring reviews, responding professionally, and building trust, hotels can strengthen their online presence and attract repeat customers. Hotels should focus on building a positive and authentic online reputation, using ORM tools, and training their employees to handle customer feedback and reviews. By implementing these strategies, hotels can drive long-term growth and success in the competitive hotel and travel industry.

Sources:

https://www.growthjockey.com/blogs/orm-strategies-for-hotels-and-travel