All customer experiences are local, too. Social intelligence is no longer just about the brand. Executives need feedback about every property to ensure the local experience delivers on customers’ expectations, which would explain the upturn of location-specific intelligence software.
This is especially true in the hospitality industry, where operational issues impact a guest’s likelihood to return and recommend. Travelers are using social networks increasingly to share insights about their hotel experience in the moment, giving property managers the opportunity to fix issues in real time. And with smartphone use on the rise, the number of travelers actively sharing photos and reviews is only going to increase. A reported 64% of U.S. online travelers now own a smartphone, up from 52% in 2011, according to PhoCusWright’s Traveler Technology Survey 2012.
What will travelers say about your property? Chances are it varies dramatically from location to location across the brand. Only when you listen and act locally, can you pinpoint the needed changes and make them happen.
Here is an example: Three hotels of the same brand located within a 25-mile radius of one other all received the same star rating on a popular travel review site. Comments across the three properties speak to what guests expect from the hotel brand. However, analyzing the verbatim customer reviews on each of the locations uncovers trouble spots specific to each property. (All reviews are direct quotes from the travel review site): Read more
Published in: http://www.hotelnewsnow.com
By: Kristin Muhlner