The online reputation of hoteliers and restaurateurs

With the rise of online review sites like TripAdvisor, Yelp, Twitter, Foursquare, Booking.com, Google Reviews, etc., and with the phenomenon of fake customer reviews, the reputation of hospitality, restaurant, and tourism providers in general is hanging by a thread. Beyond their reputation, it is also their footfall, their revenue, and even their long-term survival that is at stake. The need to invest in reputation management is stronger than ever. So what options do these professionals have to take control of their online reputation?

Online reputation, a crucial issue for hoteliers and restaurateurs

Restaurant and hospitality professionals increasingly have a reputation problem to manage, due to:

– the weight taken on by TripAdvisor (the leading website for reviews in the tourism sector), which has just signed partnerships with Lafourchette, Accorhotels, and Facebook, and whose content ranks well in Google search engine results.

– the growing importance of fake reviews and consumers’ negative comments, which end up in the top positions of Google query results for the keywords of the name of the hotel, residence, club, or restaurant in question, and which contribute to the ranking of establishments online.

– the growing influence of marketing or advertising agencies that offer their clients the creation and distribution of fake positive or negative comments from internet users on consumer sites.

Today, more than ever, user reviews determine bookings. The influence of online reviews is estimated at more than 10 billion dollars per year in the Travel industry (1).

The growth of online consumer reviews

The numbers are soaring:

• 77% of French internet users are already registered on a social network
• 91% of them say that other consumers’ reviews trigger their purchase decision (2)..
• Two out of three internet users trust consumer reviews left on the product page (3)
• nearly half of all reviews (44.4%) are biased (4). A figure that is constantly rising.
• 90% of internet users go online to choose their hotel (5)
• 66% consult infomediation sites (5)
• 63% read customer reviews (5)
• an unhappy customer will tell 11 people about it and a happy customer only 3 people
• negative reviews would deter up to 93% of internet users from buying a good or a service (6).

Given the scale that online reviews have reached, the success or failure of a restaurant or hotel now depends as much on these reviews as on the service offered itself.

The phenomenon of fake consumer reviews

Since Web 2.0 came into existence, fake reviews have taken on considerable importance in booking decisions by heavily influencing consumers. By “fake customer reviews” we mean:

– positive reviews or comments posted by the company itself (or its service provider), appearing as a satisfied customer;

– negative reviews or comments whose goal is to harm the image and reputation of the products or services of other competing companies.

A good reputation is essential

A good reputation helps generate new customers but also retain existing ones. A satisfied customer talks about it to their friends and family. In 70% of cases, internet users rely on the comments of former customers. As a result, employee morale improves. They will therefore be more inclined to serve the customer better. It is a genuine virtuous circle. And the good reputation grows.

Solutions for taking control of your online reputation

Managing your online reputation is a long-term effort, which is why it is important to constantly monitor your Google page. It contains “critical” information that can allow the hotelier or restaurateur to improve a service. This makes it possible to identify the strengths and weaknesses of customer service within the hotel or restaurant and to make the appropriate decisions. In the event of threats, it then remains for the hotelier or restaurateur to protect this page. This essential data thus makes it possible to maintain, protect, and build your reputation in order to stay ahead of your competitors. More than ever, reputation is no longer an abstract concept but has become tangible and measurable.

Be sure to properly update and monitor your Google My Business listing.

Sources:

1. according to a study published at the last World Voyage Market conference

2. according to mediaventilo in 2010

3. according to Nielsen: http://www.nielsen.com/us/en/insights/news/2013/under-the-influence-consumer-trust-in-advertising.html

4. according to a survey by the Fraud Control authority (DGCCRF) conducted in France with 139 establishments from: http://www.economie.gouv.fr/dgccrf/consommation/conso-par-secteur/e-commerce/faux-avis-consommateurs-sur-internet

5. according to a Médiamétrie study

6. according to a study conducted by Orange Labs and Médiamétrie at the end of 2013.