Quick – name a species of snake. Chances are that the first species names that came to mind were venomous snakes rather than harmless snakes. People tend to remember negative information because, like remembering what venomous snakes look like, this information keeps them from getting hurt. This is the reason why false negative business reviews spread like wildfire while good reviews get buried.
The good news is that there are three basic steps a hospitality business owner can take to fix a tarnished online reputation. Businesses can hire hospitality business reputation management experts or use their own employees to monitor online information, taking positive actions against complaints and cultivate new guests.
Monitoring Online Information
Become a member of leading hotel and travel review websites like Tripadvisor.com so you can monitor what’s being said about your business. Many travel websites are free to join. Make sure you study the Terms and Conditions of each website so you do not accidentally violate the terms and get banned. For example, some sites will allow links in your signature while others frown on this practice.
Another way of monitoring your latest online reputation is to sign up for news alerts about your business with Google or your favorite search engine. Whenever your business name pops up on social media, blogs or review sites, an email and link to the content is sent to your email inbox.
Taking Positive Action
When you find a negative review, resist the urge to threaten legal action. This makes it look as if you have something to hide. Read the review carefully and dispassionately. If it’s a genuinely constructive piece of criticism, thank the reviewer for bringing this issue to your attention and offer restitution if applicable.
Ignore any reviews that are merely expletive-laced rants. Bring these rants to the attention of the webmaster as profanity is often a breach of the Terms and Conditions. People who continually post rants are called “trolls” and thrive on attention.
Cultivating New Guests
Take advantage of free social media websites like Facebook and Twitter to place positive content about your hospitality business online. Update information regularly so it will place higher on Google and other search engines. Place special offers for your business on these websites.
Invest in a domain name for your business website. Showcase your business’s amenities, how long it’s been in business, any awards earned and any customer testimonials. Allow customers to comment on your website, but make sure that only customers with a valid email address are allowed to post.
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