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Hotels: the importance of online reviews for recruiting customers and staff

In today’s digital age, online reviews play a crucial role in the hospitality industry, especially for hotels. They can make or break a hotel’s reputation, influence customer decisions, and impact staff recruitment. Online reviews have become a crucial tool for customers and potential employees to evaluate hotels.

The Importance of Online Reviews for Customers

72% of travelers worldwide frequently or even systematically read Tripadvisor reviews before choosing their accommodation, restaurant, or experience, according to a study conducted by the platform in 2019. Online reviews provide customers with an idea of what to expect from a hotel, including the quality of the services, the amenities, the location, and the overall guest experience.

It is a fact that online reviews play an important role in the e-reputation of hotels. Today, the platform has one billion reviews, in 22 languages. It accounts for almost 30% of the global traffic generated by travel websites.

Contrary to what one might think, the majority of reviews left in 2021 were positive (the average rating was 4.3 out of 5). That proves that travelers do not only speak out when they are unhappy.

In order to control the reviews, the platform uses an algorithm that takes into account 3 criteria:

  • The freshness of the review (a review can be submitted within 12 months of the experience)
  • The quality of the review (users describe their personal experience in detail)
  • The number of reviews

When the machine is unable to decide whether or not to publish the review, Tripadvisor’s human teams take over. A hotelier can report a review that he considers questionable for further moderation.

Also, in order to achieve a good e-reputation, it is crucial to know how to respond to customers’ reviews.

Positive reviews can help hotels attract new customers, increase bookings and revenue, and improve their online reputation. On the other hand, negative reviews can harm a hotel’s reputation, lead to a decrease in bookings and revenue, and discourage potential customers from choosing that hotel. Therefore, hotels must monitor and manage their online reviews actively.

The Importance of Online Reviews for Staff Recruitment

Reviews are also important in the recruitment process.

Potential employees often research a hotel’s reputation before applying for a job. Positive online reviews can attract high-quality candidates and improve a hotel’s ability to recruit and retain employees. The fact that managers thank and defend their teams in online reviews sends a positive message and increases the interest of candidates.

Moreover, online reviews can also help hotels identify areas for improvement in their employee engagement, work environment, and overall employee satisfaction. Negative reviews can signal issues that need to be addressed, such as poor management, low morale, or a lack of training and support. By addressing these issues, hotels can improve their employee experience, that can lead to better guest experiences and positive online reviews.

The challenge is therefore to recruit both new customers and staff. Hotels must pay attention to their online reviews, respond to customer feedback, and address any issues that arise. By doing so, hotels can build stronger relationships with their customers and employees, improve their online reputation, and increase revenue and profitability.

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