70% of travelers indicated they would feel more comfortable staying at a hotel they have stayed at before.
This means that repeat guests may be the key to recovery post covid.
Guests who have a degree of familiarity with your property and brand will be more likely to book. Whether it be meeting their needs for social distancing, cleaning, or overall trust with your hotel past experience gives you a clear edge over the competition.
This presents a great opportunity for hotels who have a well maintained guest database to focus marketing efforts on guest loyalty.
"One area we found customers focused on during the pandemic is communication"
The value of Réputation management and reponses to reviews.
In 2020, the top two review sites, Booking.com and Google, contributed to 60.3% of total review volume. The next largest review site was TripAdvisor which captured 7.9% market share. Facebook, which accounts for 8.3% of reviews in 2017 and was the 6th most popular channel has fallen below 1% of total reviews in 2020. So much so, it no longer appears on Revinate list of top 10 review sites.
Rating by class
Luxury hotels received the highest average rating at 4.5, which means guests’ expectations are largely met at high-end hotels.
The lowest ratings are for economy and midscale hotels, which both received an average rating of 3.7. This indicates that guests at these class of hotels are not being wowed by their experience and there is an opportunity to set guests’ expectations better or improve the offering.
Response addressed to bad experience customer’s ensure the reviewer that management is serious about improvement.
Reputation management is use to convert prospect to guest and to loyalty customers.