Hotel Reputation Management (HRM)
There are many things that shape a company’s reputation, in the hospitality industry online reviews greatly influence the reputation. The online reviews have been introduced in the hospitality industry with a buzz. Online reviews have a great influence on the company’s soft assets. With the advent of increased use of internet and social media the marketing competition among the hoteliers is getting tougher. Online reviews not only shape reputation of the hotel but also provide the managers a meaningful insight of the customer satisfaction trends. In the contemporary times, potential guests rely more on online travel reviews than the information provided by the hotel on their website. To maintain reputation of business it is very important for the reputation managers to respond to peoples’ complaints immediately to avoid the damage. Make the customer feel important by addressing to the review in a customized manner and resolve the issue immediately. Assure the customer that his complaint is not only being noticed but also action is being taken to resolve it and assure that it will not happen in future. Social media and online reviews have made marketing easier yet it has also increased the risks of reputation damage.