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Should hotels be concerned about comments on social networks?

Whether or not to pay attention to a hotel's customer reviews. Over time, the use of social networks to form opinions about products and services has become increasingly popular.
The role of different communication platforms has become significant. Whether in Europe or the rest of the world. Youtube, Instagram and even TikTok are comment showcases that help raise a business or simply bring it down. Hotels are among the first targets of these abbreviated ratings!

The influence of online customer reviews

Online reviews don't necessarily replace word-of-mouth, but they are an open book on how customers feel about their experience, and a new decision-making tool.

According to a November 2022 international study by YouGov, 43% of consumers consult reviews on social networks before booking a hotel. Indeed, Europeans rely heavily on online reviews before booking a hotel stay, 56% for Spaniards and Italians and 41% for the French.

Today's travelers are more likely to consult online reviews when making accommodation decisions. Reviews on social networks have a much wider reach than traditional websites. This means that a reported positive or negative experience can play a big part in a traveler's choice.

How do you deal with negative comments and opinions?

Responding to negative comments shows that you care about your customers' satisfaction. However, it's important not to limit yourself to standardized responses, but to take the time to respond to each comment in a personalized way.

It's also important to take note of the various comments left by visitors, as some information that isn't passed on internally can be rectified. Customer feedback is an excellent way of identifying areas for improvement.

In short, businesses that are active on social networks and take advantage of comments can benefit from an improved image, and increase customer loyalty, as well as profits. So, for hotels that want to succeed, it's important to become active on social networks and regularly monitor reviews to address their customers' questions and concerns.

To improve reviews from family customers, end-of-stay goodies are always appreciated to raise the score.

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