Published On: Wed, Sep 5th, 2018

The online reputation is more decisive than ever

ReputationTripAdvisor, Google, Booking.com, Expedia, social networks and in more than 175 other online opinion sources- to attract travelers, many sources to judge a tourism company in real time. It can no longer be denied that the way a trip has changed has changed, online reputation has taken on great importance in recent years, so taking care of it can mean the key between failure and success. According to the TripAdvisor website, 80% of users consult between 6 and 12 opinions before deciding to book a hotel. In addition, 90% of customers trust customer reviews. Obviously, a bad opinion can mean a considerable drop in reserves.

Keys to manage online reputation in tourism
The opinion of customers has always been a very important aspect in the reputation management of the tourism sector, but since the appearance of the Internet, platforms and social networks the way of managing this aspect has changed completely. That's why we tell you the keys to managing online reputation in tourism so that you have your customers happy:

-I always tell the truth: if you create expectations about the experience that you are going to live in the trip that are consistent with the reality that the service has. You create very high expectations that can not be met then do not be surprised by negative opinions.

-Care all the details of the stay: customers are very demanding, and when your experience is better and more personalized, you will be more generous when it comes to rating your review. To do this, make a difference, take care of the small details, keep a good contact with them before their arrival, during their stay and then create a good feedback when leaving.

-Motivate your team towards these objectives: if you have a good review, share it with your team, have they said that they are nice and attentive? Do not doubt that these words are motivating and improve your commitment to your job.

- Highlight your strengths and transmit them as a brand image, in the same way with the philosophy of the company (such as respect for nature, recycling, etc).
Be participatory in social networks: take care of your brand image, add value to your website and increase the community, they are also a great source of information about users and a good communication channel.

- Encourage your guests to participate: even if you add photos and experiences, they will be much more credible if they are created by the clients themselves.

-It is better personal responses to automatic: tourism has a very emotional nature and users like to see that the attention is personalized, how it would be that always of the same response copied and pasted, or feel that you are talking to a robot , will soon go to another page.

-Always answer comments and reviews: whether they are negative or positive. The feedback with the clients is very important and in these cases the speed is paramount.
Be brave with the negative comments: avoid eliminating them and of course ignore them. Answer quietly, getting interested in what aspects you did not like, research the problem and find a solution. You should always apologize and thank them for the feedback, if they are not right, tell them in an educated way because it may have been a misunderstanding.

-Always present: online reputation can not be neglected, it is a daily job. No business would neglect the telephone or customer service, right? Well, the online reputation must be the same because it is a channel as valid as the traditional ones.

Reputation of destinations
For Destination Marketing Organizations (OMDs), tourism offices, travel agencies and other entities responsible for generating domestic tourism, the opinion of travelers is a change that requires monitoring and analyzing the performance of online opinions, playing a role more active in the management of the destination experience.
Where to start? These are the 3 key points to get the most out of your destination's online reputation:

1. Understand the interdependence of reputation
The ability of a destination to attract travelers depends not only on its overall reputation, but also on the reputation of individual travel operators within the region. Travel operators are the pillars of a destination's reputation, since travelers give opinions about individual companies, not about destinations. Therefore, online opinions will allow the OMDs to better understand the doubts and concerns of travelers about a destination.

2. The power of Big Data from online opinions
Online reviews offer a constant flow of new content about the traveler's behavior, interests, tastes and recommendations. The challenge is to know how to collect, select and analyze all opinions online in the best way, in order to make the most of opinions useful for making decisions. Since these help to better understand the feelings of visitors, make a comparison with competing destinations, an analysis of sector, and even by regions. In addition, they are an important rich source of ideas and content that can be used in articles, blog posts, website pages, social media channels or marketing.

3. Official classification systems and other stakeholders
Online opinions also allow OMDs, CVBs, governments and other tourism organizations to make official reports on their destinations. Many destinations have already begun to publish reports on their data the officials of the classifications of the tourist offices on their web pages. Which generates greater confidence in travelers and helps to improve the satisfaction of these.

Online opinions are also a very effective tool to encourage the support of the government and other agents of the sector in a greater number of investments in infrastructure, training and investment in marketing to attract and increase the satisfaction of travelers. In addition, they have allowed the government and other institutions to play an active role in educating agents about the importance of reputation management, specifically how to monitor, respond and act on the feedback of opinions and the relationship between the service to the client and social networks.

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