Increasing digitisation in the hotel and restaurant industry brings new challenges for establishment managers. In the past, a good menu, a good value for money and a well-kept décor were enough to attract customers, but nowadays, it all happens online. Several studies revealed that customers spend much time researching online before making a reservation. In fact, reviews play an essential role in the attractiveness of a hotel or restaurant. There is a direct correlation between a hotel’s online ratings and booking volumes. According to a 2014 Tripadvisor study, when a Tripadvisor rating increases by 10%, the number of bookings jumps by 4.6% as a result.
There are several benefits for restaurant managers to carefully oversee their e-reputation, monitor discussions around the establishment and reply to online comments. It sets the tone with customers: Do they reply to all comments, do they leave them unanswered, how do they deal with bad feedbacks, what justifications are given? This is what future customers will look at first and foremost. They want to make sure that the establishment will treat them well, so dealing with online comments is key.
A manager who takes care of their e-reputation can increase their income and occupancy rate.They can use their comprehensive overview to adjust prices and maintain consistency between their customer satisfaction and rates.This enables the manager to guarantee the best possible value for money for a given period.
Pindot provides a very useful review management solution. Indeed, the customer gives their feedback online via the application immediately after the service, which allows for greater spontaneity. This also gives a chance to react quickly in case of negative feedback. The manager is instantly informed of the review and can take the necessary measures to appease a dissatisfied customer,thus avoiding negative reviews on third-party online platforms.
A customer visits an average of 22 websites before making up their mind, so you can see how crucial it is to make your establishment visible across as many different platforms as possible. It is essential for hotel managers to know the tools that will help them manage their e-reputation, such as SEO strategies, Google features, rating sites, etc.
Finally, by spending time on their own pages and reading customer feedback about what they liked and disliked , managers can better understand their competitive advantages, learn more about customer expectations and how to best meet their demands. This can only help reduce the gap between perception and reality.
While customer feedback and the establishment’s replies to comments are an important part of e-reputation, they are not the only levers. The manager must also constantly improve the website, its accessibility, make sure photos match with reality, ensure the availability of offers on several online booking platforms and, of course, monitor their prices, which remain the driving criterion for customers. By adopting Pindot, the manager can review customer feedback, both positive and negative, and act swiftly in the event of negative feedback to avoid a derogatory comment online.
E-reputation is not a gimmick or a mere accessory for an establishment manager: It is the main challenge for a starting or established restaurant or hotel manager to increase their occupancy rate and attractiveness compared to dynamic competition.