85% of Hoteliers Just Don’t “Get It”
Aug 26th, 2009 by Madigan Pratt
Okay, so the research study didn’t actually come out and say it, but anyone reading the recent Market Metrics’ Research on user generated content (aka TripAdvisor) could easily draw that conclusion. For several years Market Metrics has been tracking the rising popularity of user generated reviews. Here are a few of the key findings from their most recent study:
- 90% of hotel managers think online reviews are very important
- 81% visit review sites at least weekly (TripAdvisor, Expedia, Hotels.com, etc.) TripAdvisor is believed to have the biggest influence on guests
- 70% of hotel managers are familiar with TripAdvisor’s Popularity Index that ranks hotels by city, and 90% of which believe the index is important and follow it regularly
Now here’s the number that I find astonishing:
- Only 15% of hotels have policies or guidelines for how to manage user-generated reviews. In other words 85% just don’t “get it!”
How can this be? 90% of hoteliers think online reviews are important yet 85% are doing nothing about it?
Are they allowing their hospitality marketing professionals to spend money on advertising and promotion while doing nothing about TripAdvisor? Think about this – Market Metrics’ research indicates that all the money hotels spend on advertising and promotion is less effective than online reviews.
Need more? As far back as 2007 (ancient history by Internet standards) Nielsen Internet survey concluded, “Despite the ever expanding array of advertising platforms and sources, consumers around the world place their highest levels of trust in other consumers.”
Now I have seen plenty of articles offering ideas hospitality marketing professionals can use to develop a TripAdvisor strategy. The majority of the ideas are helpful, but the truth is each hotel needs to tailor their own strategy. It has to reflect their particular market situation, and match the available manpower and expertise.
What do you think? Safe travels – Madigan Pratt
I’m curious what you’re thoughts are on the responsibility of DMOs and CVBs when it comes to review sites like TripAdvisor. We can’t possibly monitor and manage the reviews for all our hotel partners. Is there some other tactic we should employ?
Hi Josh -
In terms of “responsibility” I think that should be up to each DMO or CVB because every one has a slightly different relationship with its members. How can you bring them along without upsetting some.
You might want to think about a variation of what we do for our clients – issue a report card. We do a bi-weekly report showing the hotel along with key competitors. We list where they rank in the destination, how many reviews they and their competitors received since the last report, how many were 5’s, 4’s, etc. and an executive summary. It helps keep them focused on TA’s importance.
A CVB might want to congratulate the top 10 members in a monthly newsletter, recognize or give an award to the hotel that received the most 5.0 ratings the last month, provide short summaries and links to article on the subject you think are relevant. Bring in a recognized expert on the subject to speak at an annual convention – maybe someone from TripAdvisor. You obviously can’t embarrass the membership, but there is plenty of room for heightening their understanding of the importance of UGC.
Good luck. Let me know what you come up with. Thanks. Madigan
[...] 85% of Hoteliers Just Don’t Get It – Back in August I reported on a Market Metrics’ Research Report that found only 15% of hotels have policies or guidelines for how to manage user-generated reviews (aka TripAdvisor). Can you imagine that? [...]