Back again with another #TravelTuesday Roundup! Below you find the best articles on OTAs, review sites, online reputation management, and social media we have come across last week.
The popular view of online hotel reviews is that many are unfairly negative, but a new study Online Customer Reviews of Hotels: As Participation Increases, Better Evaluation Is Obtained (Cornell University) finds that as more reviews are posted on a site, the overall tone becomes more balanced.
No doubts that the hottest topic among hoteliers today is how to increase direct online sales for hotels and avoid high commissions from OTAs. However, trying to copy the solid online marketing and usability strategies of intermediaries can be difficult and expensive for hotels. They should focus on other priorities that better play to their own skill sets.
2014 is expected to be another great year in hospitality. No more excuses for hoteliers – it’s time to find room in the budget for all of those digital technology and marketing initiatives which have been put off investing in. Here is a quick snapshot of how hotels should allocate their 2014 digital marketing budget including management of online reputation:
Online review websites like Yelp and TripAdvisor have become a major part of the marketing process for a lot of hotels and it is possible to use this, along with a hotel’s own blog, as the basis for a powerful social media strategy. Check out the article to gain some valuable insights.
Rosie Akenhead, Manager of Local Business Outreach at Yelp (UK), shares some key tips for hoteliers looking to navigate the online world of reviews across one of the biggest consumer review and recommendation sites on the internet.
Have a great week ahead!
Image (cc): Patrick Ng