Jun 3, 2020 | Ask & Talk | Reading Time: 2 minutes
“Don’t talk to strangers”, they say. But in a survey, 88% of consumers say they trust online reviews as much as personal recommendations. I guess we are not following this rule anymore.
The truth is we all read online reviews before booking a room, right? We read reviews that were written by strangers that can tell us the thing we want to know before making a decision: how the experience was for them. And that is all that matters.
That is why a hotel’s online reputation can make or break your business. Especially now, in times of uncertainty, when we are looking for reassurance that our health is not at risk.
In our second episode of Hotel Cast, we chat with Sarah Came, GuestRevu’s Marketing Manager, about the power of reviews and how a hotel’s online reputation can attract travelers again.
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In this episode, Sarah shares with us:
- the importance of the hotel’s reviews now;
- how hotels can make the most of the reviews;
- a general overview of the impact of the pandemic on hotel operations and bookings;
- how technology can help the post-pandemic hotel industry;
- tips of what hotels can do when they don’t have any new reviews
Online reviews as social proof
If you see two restaurants: one empty and another one with a long queue outside, which one attracts you more? I bet it is the one with a long queue. That is the power fo social proof. If you see others doing something, you tend to think that you should do it too. It’s a type of persuasion.
The same rule applies to online reviews. If a traveler checks a hotel’s reviews and sees many good reviews, he/she will feel inclined to book with that particular hotel if he/she has to decide between similar alternatives.
Besides, in a world recovering from a pandemic, social proof is even more influential when people are unsure. Reviews from former guests provide travelers the proof they need to dare to travel again.
The power of the hotel online reputation
There are many ways a hotel can use online reviews. As Sarah points out, for instance, online reviews can be a great marketing material, which hotels don’t use as much as they should. In the podcast, she gives great tips on how to best use the reviews to attract new potential guests.
In addition, a good online reputation can increase online bookings significantly and also build a strong relationship between hotels and clients.
As I said in the beginning, we trust online reviews more than we trust our friends, because we feel connected to people that have been in the same situation. With the pandemic, we want to minimize the risks and be sure that the experience is safe and good as it claims to be. Online reviews are the best tool for that.
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