Maintaining a positive online reputation can be difficult for any company in a place as public as the internet, but for the hotels and unique lodging options we promote on ResortsandLodges.com, it is of vital importance. Although the thought of people openly reviewing your property may be scary at first, it is important to see these online reviews as an opportunity. According to Jennifer Davies, senior content manager at Expedia, good reviews of 4.0 or 5.0 generate more than double the conversion rate of a review of 1.0-2.9.
Davies’ statement deals specifically with data compiled by properties on Expedia.com, but the idea is relevant across the hospitality industry. Still, conversion rates are not the only numbers that are affected by a positive online reputation. An interview with Expedia’s VP of Supply Strategy and Analysis, Ben Ferguson, revealed that a one-point increase in a review score (on a five-point scale) equates to a 9% increase in average daily rate (ADR).
All property managers and hoteliers realize the importance of conversion rates and ADR, but many do not understand how or why they go hand in hand with a property’s online reputation. Proactively managing your reputation and using the feedback from online reviews to increase guest satisfaction will allow you to increase both your conversion rates and revenue in a sustainable way.
Here are five tips on how to improve your property’s online reputation: