Very inspiring night today! I am back to share with you my views on the following article. It deals about the potential threat online reviews represent for an hotel reputation and the possible ways to face the criticisms.
Websites like TripAdvisors, allowing people to share their good or bad experiences in an hotel, are more and more popular and develop rapidly, with an impressive number of joiners each year. Today, most of the travelers use these kinds of sites to decide which hotel to chose for their holidays. It is then needless to repeat how powerful they are...and the danger they may represent in case of a comments! In his article, the author proposes to think about the best defense to adopt in such a case.
The author starts his articles by stressing the importance the issue has taken and taking the example of hoteliers suing TripAdvisors and its reviewers for defamation. Extreme isn't it? Fear to lose their good image leads the hospitality professionals to react very agressively but, even if it is understandable in some case (the author reminds us of the risks of unfair or worse, fake comments) is it the clevest way to fix a problem? According to the author, certainly not.
He admits hoteliers have no control on what is posted on the web and that it is very destabilizing. All they can do is receive the "flowers" and the "bombs" as they arrive. Still, if there is nothing they can do before, they can chose the way they react after reading the bad reviews and that is what will make all the difference for their image. Should they attack the guests in return? Should they accept the criticisms without a word on the basis "the guest is always right"? Should they launch the dialogue with the unhappy guests? You guessed it: an open discussion is the key for preserving their reputation or at least, limiting the damage.
Why and how is it possible? Today, websites like TripAdvisors are more and more "hoteliers friendly" and they represent a good opportunity for the professionals to answer the guests as soon as they post their reviews. More and more hoteliers realised the potential of this method to manage their brand reputation and they are more and more to use it as a real marketing tool. Besides, the author highlights that internauts are more and more familiar with these online reviews and that most of them understand it is not a 100% reliable source. This article gives a very interesting comment on this reliability issue, using TriAdvisor as an example.
On the contrary, blocking or censoring these websites would be a bad strategy. Indeed, would it be worthy losing the positive impact the good comments would make on your hotel image to protect you against a few bad comments? Once again: of course not. As the author says, people want transparancy and a responsible hotel should accept all the comments, whatever their nature. It is its duty to listen to its guests and to turn the bad into good, instead of losing its time and energy in a battle where it will risk of damaging its reputation even more...
I totally agree with the author on that matter. I think comments should be considered as gifts from the guests. If they are positive, they will improve the morale of the teams and if they are negative, unfair or fake, they will enable the hoteliers to offer solutions, realise their mistakes and improve what needs to be for the next time or give them a chance to establish the truth.Besides, I worked in a few hotels in the F&B department and each week, my managers printed the online comments to make the teams realise what was positive and negative about our service. I believe a guest will forgive you for failing and trying to do better but not for ignoring his complaints. If you answer the bad reviews, you still have a chance to turn an unhappy guest into a loyal customer. What do you think?
dimanche 28 novembre 2010
How will digital communication help me in my future career?
Good evening,
As a first assignment, I propose to demonstrate why digital skills will be necessary for my dream career. An example of job I would apply for is posted on this link: not only is it the position I would like to have in a few years but it is in a luxury hotels and situated in Australia, the country I will try to go and live in.
To become Director of Revenue Management, the qualities and skills I will need to have are the following:
- Good communication skills: important to be a good communicator and listener
- Good team player and leader
- Good sales ability
- Good marketing knowledge
- Problem solver
- Decision maker
- Analytical and data finder, curious, organized
- Good environment understanding
- Success oriented
- Highly committed
- Creative thinking
- Ability to work unsupervised
- Ability to cope with stress
AND last but not the least, I will need to be computer literate and e-literate. Indeed, a strong knowledge of Excel, Word and Powerpoint is a minimum, as well as the ability to use complex computer systems of distribution and reservation. Concerning the internet skills, the Revenue Manager is evolving in a fast changing environment and he has to keep up to date constantly to make forecasts, anticipate and find the best strategy for the pricing. Internet and the related new technology, including the blogs, smartphones, social networks and all kinds of online websites and distribution channels will be his best tools to find the information he needs. Being able to select the right, reliable information in this vast network will be also essential. Indeed, it is one thing to know how to use internet and where to look for information, it is another not to be lost in the flows... This ability is also a skill and different tools are made to facilitate the research.
As 50% of the job of a Revenue Manager relies on computer skills and digital knowledge, it makes no doubt I have no choice but working hard to learn the skills that I lack...
As a first assignment, I propose to demonstrate why digital skills will be necessary for my dream career. An example of job I would apply for is posted on this link: not only is it the position I would like to have in a few years but it is in a luxury hotels and situated in Australia, the country I will try to go and live in.
To become Director of Revenue Management, the qualities and skills I will need to have are the following:
- Good communication skills: important to be a good communicator and listener
- Good team player and leader
- Good sales ability
- Good marketing knowledge
- Problem solver
- Decision maker
- Analytical and data finder, curious, organized
- Good environment understanding
- Success oriented
- Highly committed
- Creative thinking
- Ability to work unsupervised
- Ability to cope with stress
AND last but not the least, I will need to be computer literate and e-literate. Indeed, a strong knowledge of Excel, Word and Powerpoint is a minimum, as well as the ability to use complex computer systems of distribution and reservation. Concerning the internet skills, the Revenue Manager is evolving in a fast changing environment and he has to keep up to date constantly to make forecasts, anticipate and find the best strategy for the pricing. Internet and the related new technology, including the blogs, smartphones, social networks and all kinds of online websites and distribution channels will be his best tools to find the information he needs. Being able to select the right, reliable information in this vast network will be also essential. Indeed, it is one thing to know how to use internet and where to look for information, it is another not to be lost in the flows... This ability is also a skill and different tools are made to facilitate the research.
As 50% of the job of a Revenue Manager relies on computer skills and digital knowledge, it makes no doubt I have no choice but working hard to learn the skills that I lack...
Welcome to my blog
Welcome dear visitors!
You may wonder what this "Digital Marketing" blog is about and who I am, what is my level of expertise in digital communication and the hospitality sector right? Let me answer your questions with a brief introduction...
I am Lauriane Laurent, a 24 year old French student and I will graduate my MBA in Hospitality Management and Luxury Brands by the end of next year at the CMH in Paris.
This year, I decided to follow the "Digital Marketing in Hospitality" class and this blog is part of my assignment. My mission is the following: each week, I have to select an article related to the hospitality sector to comment on. The aim is thus to develop my internet skills by practicing online tools and to develop my analysis skills and knowledge of the hospitality sector.
Now, what about my level... Well, I am almost ashamed to admit it but my internet skills are VERY limited. Hard to believe for someone of my age, I know and it is to solve this huge problem that I took this class. Indeed, I am aware that today, it is impossible to become a leader without mastering the internet tools and the related new technology.Thus, I am ready to learn everything I can in that field to succeed as a leader of tomorrow.
Through this blog, you will follow my progress in the digital field but I do not expect you to be spectators only. I will choose articles related both to my future career and to the digital marketing. As a beginner, I may make mistakes and you may not share my opinion on some topics. What I mean is that all you will find in this blog will be subject to debate. Do not hesitate to correct me and to share your views!
Thanks in advance for your future collaboration to my blog!
You may wonder what this "Digital Marketing" blog is about and who I am, what is my level of expertise in digital communication and the hospitality sector right? Let me answer your questions with a brief introduction...
I am Lauriane Laurent, a 24 year old French student and I will graduate my MBA in Hospitality Management and Luxury Brands by the end of next year at the CMH in Paris.
This year, I decided to follow the "Digital Marketing in Hospitality" class and this blog is part of my assignment. My mission is the following: each week, I have to select an article related to the hospitality sector to comment on. The aim is thus to develop my internet skills by practicing online tools and to develop my analysis skills and knowledge of the hospitality sector.
Now, what about my level... Well, I am almost ashamed to admit it but my internet skills are VERY limited. Hard to believe for someone of my age, I know and it is to solve this huge problem that I took this class. Indeed, I am aware that today, it is impossible to become a leader without mastering the internet tools and the related new technology.Thus, I am ready to learn everything I can in that field to succeed as a leader of tomorrow.
Through this blog, you will follow my progress in the digital field but I do not expect you to be spectators only. I will choose articles related both to my future career and to the digital marketing. As a beginner, I may make mistakes and you may not share my opinion on some topics. What I mean is that all you will find in this blog will be subject to debate. Do not hesitate to correct me and to share your views!
Thanks in advance for your future collaboration to my blog!
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