by editor’s office, ch, tophotel
Guest reviews on the Internet showing effect: An increasing number of hoteliers are paying more attention to guest reviews on the Internet, eliminating shortcomings accordingly. “Looking through the reviews, one will notice how the reviews of hotels which used to be evaluated badly are suddenly improving”, said Ulrich Cramer of holidaycheck.de, Bottighofen/Schweiz, in an interview with trade magazine Top hotel. Exact figures on how many hoteliers are intensively working on their reviews could not be provided, however.
Publicly voiced guest opinions have a notable impact on booking developments, especially at holiday hotels. It comes to no surprise, then, that the performance-related share of the salary of hotel industry executives will turn out a bit smaller in the event of negative reviews. According to Cramer, this was especially the case for a large hotel chain outside of Europe. “In early July, there will be a workshop consisting of these hotel managers, plus representatives of the two portals tripadvisor.com and holidaycheck.de”, he said. “Managers are literally being punished with bonus cuts in the event that critique is voiced on a regular basis.”
Criticism and praise by the guests: Freedom of expression is protected by law
Hoteliers are increasingly reacting to criticism voiced by their guests and are using the advice offered by holidaycheck.de in order to improve. One woman from Stuttgart, for example, wrote after her second visit to the same Turkish recreational facility: “Having complained a bit last year, we were positively surprised this year. All rooms renovated, new mattresses and cots, major improvements of the meals. Even the General Manager, himself, walks the facility with a friendly, smiling face, greeting guests. Entertainment and mini club were first class. We will now gladly come back, and do so more often.” Another year later, her review sounds downright enthusiastic; she even knows the personnel by name now. “… friendly, attentive personnel, good cuisine, clean beach, very good child care (thanks to Mehmet and his team), queries were dealt with immediately.”
Extended article (German) at:
http://www.tophotel.de/index.php?gaestebewertung-von-hotels-zeigt-wirkung
Photo: Guest reviews show effect – An increasing number of hoteliers are starting to analyze on-line reviews. (ant236/fotolia.com)
