E-Marketing: Tips for managing your online reviews

Social media is all about managing your hotel’s online reputation, and the top website for travelers to share their experience is Trip Advisor.

Since being founded in February 2000, TripAdvisor has revolutionized the travel industry with 20 million members, it has established itself as a definitive go-to resource for travelers seeking to plan and have the perfect trip.

TripAdvisor offers travelers more than 50 million reviews (September 2011 - Source: Trip Advisor PR Releases) and opinions of accommodations, destinations, restaurants and attractions, contributed by members from 188 countries, or 96 percent of all countries around the world. Thanks to its loyal traveler community, TripAdvisor publishes 25 new contributions every minute and also features over eight million candid traveler photos.

Trip Advisor innovated with its Business Listings, which allows hotel owners the option of including direct contact details – website, phone number, and email address – on their hotel page on all TripAdvisor domains for an annual fee based on the size of property. Their goal is to put hoteliers one keystroke away from converting potential guests into paying guests.

How to be listed at the Top on Trip Advisor?
The first factors are the quantity of reviews, how well those reviews rate your hotel property, and how current the reviews are. If Trip Advisor discovered that a property has engaged in fraudulent activity, the penalties may very well impact their ranking for a period of time. And since many cases were found several times, whether or not a property opts for a business listing, I can tell you that t does not impact your popularity ranking.

How to increase positive reviews?
Rule Number 1, do take care of your guests and give them a good experience, regardless the star rating of your hotel property.

* Hoteliers should solicit reviews, as long as incentives are not used (Coupons, free breakfast, complimentary services...). The task should not only be carried out by the Duty Managers or the Guest Relations Executive.
* Hotels should monitor their reviews, and take advantage of this free feedback.


Hotels should address any problems that travelers have identified so they don’t impact future guests’ stays – and reviews. They should also think about managing their entire listing, not just the reviews. Make sure the listing is as complete as possible.

Travelers love photos and will not hesitate to share the most ridiculous one (it's quite rare to see Room Amenities pictures on T.A). Also, hotel may use the detail tab on the hotel listing page, that is a great place to enhance their property description.

I strongly encourage hoteliers to address the negative reviews. It should not only happen in the 8.30-9.30AM time frame with the Executive Team. A management response is the hotelier’s opportunity to apologize and to let both that traveller – and all potential guests who are reading the reviews – know how they have remedied any problems. It’s an indication that an owner is invested in improving their establishment, and that they take customer service seriously.

I am sharing a Best Practice that a great Hotelier, in Dubai, is doing regularly. Well done Mr. Gillings!!! I would like to see many hoteliers director answer in the same manner.

Client Experience:
Landmark is ideal for the trader who has to be in the deira market area. You can walk from place to place and a good choice of eating area around. Golden fork, KFC, Mac donalds are all in the vicinity of the hotel opening till the 2am or more. the down side was the fact that there was no internet service in the rooms.

Hotelier Feedback:
Mark Gillings, Chief Executive Officer at Landmark Plaza Hotel, responded to this review
April 25, 2011
Dear Solo40Nigeria

Firstly, I would like to thank you for taking the time to let us know about your experience with us on your visit to our Landmark Plaza Hotel in Dubai in April 2011.

I am very pleased you had a great stay in our Hotel and you were very happy with our bedrooms and that great service that was provided by our team.

Yes you are correct, we are have many of our business guest stay with us due to our fantastic location which is in easy reach of all the traders shops, restaurants and malls as well as our brand new metro station which is being built 1 minute walk away from our hotel, and in fact the new roads were opened on the 12 August 2010 which allows for much better access to the area, which is fantastic news for all. As you know we are located in the heart of Dubai in Baniyas Square and as you stated there are lots of great little shops and restaurants in the vicinity.

Thank you for your comment regarding the internet in the rooms, this is something we are looking into and we are hoping to have this rectified in the very near future.

We look forward to welcoming you back to the Landmark Plaza Hotel in the very near future.

Kind Regards

Mark Gillings
Chief Executive Officer

I would encourage everyone to act like Mr Gillings, because this brings Trust for the client and the hotel reputation.
Full Reviews about that hotel, please visit that link:
http://www.tripadvisor.com/Hotel_Review-g295424-d306729-Reviews-Landmark_Plaza_Hotel-Dubai.html

Share your +/- experiences with Trip Advisor usage, and look for your hotel reviews immediately.

Romain