Addressing Guests' Feedback

Digitalisation and social media have become important elements for tourists as far as selection of rooms in hospitality properties is concerned. Referring to online reviews of the experiences of the guests had at hospitality properties has begun to play a major role in their opting for a particular property.

It has thus become essential for hotels to take notice of these reviews and not only respond to them but also rectify shortcomings pointed out by the disgruntled guests. Ashok Malkani gauges the impact that these reviews have on hotels and how the properties respond to these reviews.

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A large number of hotel guests, today, share their experiences on the social web in the form of online reviews. It is believed that over 100 travel agencies and review sites spread the message of these leisure and business travellers.

Earlier hotel reviews were usually in the form of a magazine article, a critic’s opinion, or just through word-of-mouth. These mediums of expression are still there. But with the advent of Internet and tourist sites, these days people can also write a review of a hotel online, which can be accessible all over the world, or refer to reviews written by guests who have visited the place, from anywhere in the world.

The importance of maintaining the reputation of your hotel online has become essential for hoteliers, for they are believed to influence the footfall in the hotel, and not without reason.

Impact of Guest Reviews

Ayon Bhattacharya, General manager of The Orchid Hotel Pune, stated, “Reviews influence the footfall as future guests refer to the reviews by past guests on the digital space before deciding to book rooms. Positive reviews increases footfall and this trend is going to grow with the global market becoming more tech savvy.”

“Digital media has changed the whole shopping experience for consumers and provided them with access to a wide range of products and tools that they can use to get the necessary information instantly. This web revolution has empowered consumers to share their opinions in terms of reviews on the web, across sectors. The ease with which we can compare while searching for flights and booking hotels through travel websites, while taking into account reviews, has made an impact on the way we now shop for hotel rooms and travel,” explained Sriram Ramaswamy, Director of Sales and marketing, Indore marriott Hotel.