Thomas Cook signs up with reputation management firm
Thomas Cook has signed up with online reputation management company TrustYou, which will monitor more than 45,000 hotels from its portfolio.
The operator said the move was to ensure that all the properties adhered to its ‘rigorous quality control criteria’.
TrustYou will use an online reputation management tool to monitor and respond to all online reviews written worldwide and Thomas Cook will use the results to provide hotels with a ‘real-time’ indication of how they are performing in the eyes of their customers.
"These will identify areas for improvement that can be immediately addressed by hoteliers, providing customers with the assurance of quality they have come to expect from the global pioneer in travel," said the operator.
"Quality assurance is a key factor in our strategy to deliver the very best holiday experience to our customers," added chief executive officer Peter Fankhauser.
"Our partnership with TrustYou will allow us to exploit the vast amount of data their sophisticated technologies aggregate in order to identify those areas that need to be addressed and make the necessary recommendations to hoteliers to ensure that our standards remain of the highest quality.
"The unique insights from TrustYou will provide Thomas Cook with the most accurate, up-to-date information available on the hotels and resorts we offer, allowing us to further improve quality levels, working in close collaboration with our hotel partners."
Using TrustYou’s monitoring tool, Thomas Cook and its partner hotels will be able to easily see how they’re performing on travel sites, as well as analyse review trends over time, said the company.
"For instance, hotels can monitor whether or not target areas such as service or food and beverage offerings have improved. Additionally, hotels can track their management response rates, social media activity, and more."
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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