As a general manager, you want to do everything possible to please your guests. However, not every person will be pleased with their hotel stay. Some complaints from guests will be difficult to address or simply beyond your capabilities. Other times, a guest will come up with a complaint just to get some of their money refunded or to obtain special extra amenities. Due to these factors, you may be inclined to ignore complaints that are directed at your hotel. However, these complaints could lead to lost revenue.
In general, per a 2009 Convergys Corp. study, just one negative online review could cause a business to lose 30 customers.
According to Hospitality.net, roughly 97.7% of consumers will read travel reviews about hotel accommodations, amenities, and previous guest experiences. Another staggering 83% of consumers will usually reference those reviews to decide on which hotels they should book a room, according to TripAdvisor.
So what does this mean in lost revenue for your hotel? The exact number may vary, as hotels typically have varying booking rates and sizes. Yet one interesting statistic from TripAdvisor states that more than half of its users will not book a room at a hotel that has no reviews. So if you are on a review site that allows you to hide or remove negative reviews about your hotel, you may be actually driving away potential guests because they are not seeing enough reviews to make a decision.
There are several proactive steps that you can take to prevent negative reviews that are sending potential customers away. Some actions that you can take include:
By engaging with online communities, monitoring negative reviews to find common issues, and addressing these issues by making repairs and changes to operations, you can reduce the number of negative reviews that could be creating revenue losses for your hotel. In addition, also consider investing in a proactive water management system such as Symmons Evolution to prevent water issues and increase your guests’ satisfaction.
At Symmons, we’ve built a foundation of quality craftsmanship by placing a premium on exceptional service. It’s an inner strength and outward focus that makes Symmons the smart choice. Built to last, designed to stand out, and backed by a customer-first culture.