While hotel reviews are not a novel concept, the way in which potential guests use these opinions has changed in recent years. Social media is a game changer for many industries, including hospitality, in the sense that it allows the average consumer to share his or her own experience with acquaintances and strangers. Gone are the days in which Fodor’s, Frommer’s and Gayot were the most well recognized names in hospitality reviews. Instead, travelers tend to turn to their peers when looking for hotel recommendations, and they peruse through consumer-generated reviews on sites such as TripAdvisor.
TripAdvisor boasts about 20 million visitors every month to its more than 7 million online reviews for 180,000 hotels across the world. The sheer volume of reviews available allows a customer to obtain a plethora of information about a hotel without the brand having much say in the message. Social media has created a new level of transparency among hotels, allowing for open scrutiny of everything from rates, products, services, personal experiences, customer satisfaction and beyond.
The hospitality industry has adapted well throughout the shift toward transparency brought upon by social media. While hotels may have less control over their own image based on what the consumer experiences and shares with others, this has forced brands to offer their exceptional and tailored services consistently. However, a new challenge is on the horizon for hotels: how to compete with the personal, boutique experience that hospitality competitors such as AirBnB can offer.
Consumers want a personal experience. They want the amenities that benefit their lifestyles – whether it’s organic soaps, workout options, proximity to central locations, in-room entertainment packages, dining experiences or other facilities, consumers have the ability to be picky because they have so much transparency from each competing hotel brand at their fingertips.
How does one offer such transparency and high service to each customer and still stand out at a competitive price? How do we offer customizable booking capabilities in an age of impersonal technology? How can we blend the need for convenience with the desire for personality in a brand?
This is a valid challenge in the hospitality circles. Thankfully, with the right marketing team helping you navigate the technology options available to share your brand with potential guests, we can create a strong message and move your business forward, which means more rooms booked.
At Oster and Associates, we know how important it is to evolve. It’s on the forefront of everything we do. Before you get lost in the maze of technology, talk to the experts. Don’t get left behind in the evolving marketplace.
