that it should feature prominently
in a modern company’s marketing
strategy, rather than be treated as
some minor inconvenience. The
necessary funds should be ear-
marked by companies for online
CRM and the appropriately trained
staff engaged to handle this delicate
exchange forum with clients.
Tourism businesses need to be
more focused when it comes to
managing and handling their on-
line reviews: they need to “read
them, learn from them and re-
spond to them”. The successful
company is the one which takes
the feedback to heart and makes
the improvements that guests care
about. To do that effectively, the
brand or property must ensure
that the content is clearly collect-
ed by an independent third party,
making it apparent to consum-
ers that the business is not cher-
ry-picking its own positive reviews.
The online reputation space is
evolving into a closer network of
Sites which aim to convert consumers from lookers to bookers have
become companies’ primary sales platforms. However, creating sites
which encourage customers to part with their money is not enough.
partnerships between travel indus-
try and third-party review space.
In an example of Online Rep-
utation Management evolution,
TripAdvisor has been partnering
with hotels to display reviews as
an element of the direct-chan-
nel experience. Furthermore,
TripAdvisor has a growing inven-
tory of hotels that can be booked
directly on its website. While In-
stant Booking transactions are
completed on the TripAdvisor
website, the booking will be ‘pow-
ered’ by the supplier.
Through reputation management,
destinations and businesses have
better prospects of long term com-
petitiveness, more so if it feeds into
the process of innovation. By listen-
ing better to clients, we can ensure
optimal reputation management
by communicating better, adapt-
ing current offer and introducing
new products/services accordingly.
As we strive to continue improving
the level of service that we offer
our guests, each in our respective
roles, we should all ensure that we
take note of what our customers
are telling us, directly and via so-
cial media. No comment, positive
or negative, should be ignored.
No complaint left unanswered. To
do so would signal the beginning
of the end for this sector, which
after all, is hospitality-driven and
where one’s reputation is a pre-
cious and irreplaceable asset.
HOSPITALITY MALTA
SEPTEMBER | 2017
39