Reputation Management Online

A recent survey of hotels across Europe by travel comparison engine suggests a correlation between high hotel prices and low reputation; cities where the average price for a standard double room is very high, appear at the bottom of the Reputation Ranking. Why?

It suggests that consumers are finding hotels are high priced, or put in marketing speak, the value proposition is wrong so that they are dissatisfied by the experience that they have paid for. Low priced hotels satisfy consumers, not because they are better, but because they seem worth the price.

All UK cities perform poorly with Edinburgh hotels at the top of the list at 29th and London near the bottom. UK hotel prices are uniformly high.

Hotel reputation management face a number of challenges:

• monitoring and responding to hotel review sites like Trivago and Tripadvisor
• working more closely with travel guide authors who are key in the decision process of travel planners
• creating change within the hotel to address failings that are being criticised.
• Working to improve the hotel’s internet position and prominence.

Many hotels are already struggling with SEO activity but the visibility of review sites when customers search for individual hotels means that reputation management has to encompass both traditional search engines like Google as well as Web 2.0 tools like hotel review sites.

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