Reputation , Reviews , fake reviews ... these are hot topics in the hotel industry and tourism in general. Also at the Buy Tourism Online 2010 in Florence, the theme was taken up during a panel discussion with TripAdvisor, trivago, Directory, and ReviewPro Zoover .
I was hoping for a substantively different approach. However, it went to a few minutes already discussed the question of whether the user of a hotel review page not reveal his identity must in to rate a hotel or other tourist services may not.
the hoteliers there were customers will make the bad reviews. None of the present Hotel review sites forces the customer's identity released. This remains an option of the user if he would like to register, for example with Facebook Connect or with his Google profile.
see the hoteliers of course different, because they want to defend their reputation with court orders against bad reviews and ungrateful guests. Apart from the fact that they consider any potentially bad rating as a fake.
booking sites like Expedia or Booking.com, their own Guest Reviews collect and publish this demand of the hotels are not affected. Vote you can only if you have booked. The fact that the hoteliers to create mass false accounting to be able to vote themselves, which they do not know. In the same mass and hotel review sites of false assessments are affected by the hoteliers. On TripAdvisor, it even goes so far that offer software applications specifically Houses to mass-publish positive reviews for the hotel.
The moral of the story: Hotels only cause damage to themselves.
reputation is not only a question of evaluation . Word of Mouth or German word of mouth is the name of the conversation, speaking in an experience with a product is. It is not just about advertising or recommendations by a customer to a friend. This can all take place as a small talk, when we as telling his last vacation. With today's variety of social media, many of these conversations happen on the Web, where sure the guys from Mountain View (Google), that they are found by the person who seeks them out.
Can we stop the Word of Mouth? Hardly. And so it is in my opinion a waste of time to deal with the issue of anonymity in Reviews . Much more, I expect that more and more hoteliers, but also destinations to deal constructively with ratings. They see this as an opportunity to improve the quality of their work and exploit the potential of the Word of Mouth for customer retention and promotion.
In it went to my workshop on Online Reputation Management in a sold out room during the BTO 2010th But it's more in my next post for Social Media for Business .
If you want to look at the panel discussion (in English), here the record (from about 3:05:00)
Michele Aggiato TravelMate brain
0 comments:
Post a Comment