Hotel Born

Background

In May 2019, the hotel, among other services offered by Hotelinking, activated the during the stay satisfaction surveys and the automated review on online reputation channels alert features. These features consist of:

• Satisfaction surveys during the stay: a form that guests are sent when they are still in-house. Thanks to this system, we can learn about their satisfaction and identify possible incidents that may cause negative comments on opinion portals. In this way, it is possible to prevent and stop possible bad reviews that the hotel could receive, encouraging the positive ones.
  The system detects if a survey is below the previously selected cut-off score and sends an email alert to the hotel staff so that they can act and try to solve the problem.

• The email to post reviews on online reputation channels is a communication that is sent automatically to guests once they have checked out. They are requested to leave their opinion on these leading reputation websites, always considering their corresponding language: Tripadvisor, Google Opinion Rewards, Holidaycheck, Yelp, Tophotel or Zoover. When they click on the button in the email, it redirects them to the hotel’s listing on the online reputation channel, where they can leave a review. This feature is key to improve visibility on online reputation rankings.Here, we explain in detail how the Tripadvisor algorithm acts to improve hotel rankings and how thanks to these features we can get our hotel to climb positions: Examining Tripadvisor: How to Improve reputation and visibility in the ranking

Starting position

Before May 2019, Hotel Born’s Tripadvisor ranking position was 39 of 81 hotels in Palma de Mallorca, with 543 reviews, 37 % excellent and 46 % very good.

Although the number of comments was high and most of them were positive, the position in the ranking was not very high, with the consequent loss of business opportunity.

Result

Current position

Nine months* after the system was implemented in the hotel, we saw a positive change on the Hotel Born’s Tripadvisor. When the satisfaction surveys and the post-stay review alert were activated, excellent reviews began to increase exponentially. Thus rising 5 % in excellent comments in a short time which has meant a rise of 10 positions on the ranking.

This has been possible thanks to more than 550 guests responding to the satisfaction surveys that have been sent while they were still in-house, providing the necessary information at the right time to the hotel staff to solve any inconvenience that may have arisen, curbing negative opinions in reputation portals. 

On the other hand, more than 1700 emails were sent to encourage guests to leave their opinion on Tripadvisor, managing to redirect more than 260 people to this site.

In just 9 months Hotelinking helped improve the property’s brand perception, encourage guests to leave their reviews on these portals more often and improve the ranking.

(*) As of April 1, 2020