TripAdvisor wants hotel operators to be heard
Hoteliers must join the online conversation if they want to get the most out of social travel sites.
Brian Payea, head of industry relations, TripAdvisor for Business, said properties that ignored the online conversation were not aware of what was being said about their hotels.
"Our research shows that travellers want to hear back from properties, and often a management response on TripAdvisor can be more important to a hotel’s profile that the original guest review.
"If it’s a negative review, the traveller wants to know if a change has been made to a process, or whether a repair that was the subject of a complaint, has been made.
"And in instances where a negative review is wrong, people want to hear the management’s view about why that particular review was wrong," said Payea.
TripAdvisor has been running master classes and webinars in Australia, India and southeast Asia to educate hotel operators on how they can get the most benefit from a paid-for TripAdvisor business listing, which offers extra visibility to hotel sites.
According to TripAdvisor figures, 73% of hoteliers in Asia Pacific are planning to monitor traveller mentions of their property on social media in 2012.
Sixty percent will use internal staff to monitor traveller mentions and 13% will use a third party/agency to monitor traveller mentions.
More than 30,000 properties across the Asia Pacific region have registered on the TripAdvisor site for free access to resources and tools.
And nearly 60% of Australian accommodations listed on TripAdvisor have been reviewed in the last 90 days
Ian Jarrett
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