Our partners, GuestRevu have shared the following article
about how to use online information to define and refine your competitive edge
for 2017.
The tourism trade contributed
about US$7.2 trillion to the global economy in 2015, and with so much
wealth at stake, you can be certain that the accommodation market is going to
remain hugely competitive. Unfortunately for hoteliers, differentiating your
hotel from the competition can be pretty tough – essentially, you and your
competitors are selling a place to sleep.

The festive season is an ideal time for hoteliers to keep an eye on what is being said about their own hotels, as well as their competitors’. The increased number of reviews allows patterns in feedback to be more easily discerned, the increased number of travellers allows you to see the hotels and your area from multiple perspectives, and the heavier workload means that any faults will be much more likely to come to the fore.
Keeping an eye on what guests are saying online about you and your competition can help you discover what makes you unique, and therefore what you should be highlighting on your website, social media, online travel agent listings and other promotional material for 2017, and can help you make the changes to your operations that will help you differentiate your hotel from the competition next year.
Closely
reading online reviews of both your own establishment and your
competitors’ hotels will show you what travellers loved and hated about their
experiences, and what they think will matter to the other travellers who will
be reading the reviews when they plan their trips.
Learn how to read between the lines of online reviews
Social media provides a slightly different perspective, as
guests often post during their stays (rather than once they get home, as
in the case of reviews) and their posts are not necessarily composed with other
travellers in mind, rather they are simply sharing their travel experiences in
the moment.Watch for patterns
Anything that is mentioned frequently in reviews (or ignored frequently) can give you fodder for your marketing material (and may even give you some ideas for improving guests experiences).
For example, if you notice that your competitors’ guests often mention the wonderful experiences they have had at particular nearby tourist attractions, you know that publicising your proximity to these attractions will make visitors more likely to consider your hotel.
Identify gaps that you can fill
You can also use this information to create offerings that will help to differentiate your hotel from the competition – in the above example you could consider offering free transport to the most popular attractions, and, of course, publicising this offer.
You can then use this information to derive themes, and spot
areas where you can fill a gap and differentiate yourself from your
competition, and determine where your competition has the upper hand.
Create unique offerings based on what guests want
Create unique offerings based on what guests want
Keeping an eye on your online audience, and that of your
competitors, will help you to gain a better understanding of your prospective
guests likes and dislikes. If you can understand your target market well
enough, you may be able to cater better to their desires than your competition.
For instance, you could take note of the kinds of activities
that travellers in your target market tend to enjoy, and put together special
packages for next year that include these activities at discounted rates (you
might also want to offer these packages exclusively to guests who book
direct to help you curb spending on commission in 2017).
Find out what you have that can't be copied
The Umaid Bhawan Palace (which was voted the world's best
hotel on TripAdvisor for 2016) is a functioning palace and is still the
residential abode of royals. The hotel staff are the same staff that service
the royal family, and a brief browse through the hotel's online reviews will
show you that the guests notice this, that it permeates the palace and colours
their experience if it. Other hotels, no matter how luxurious they are and how
well trained their staff are, cannot imitate this.
While your hotel might not be the seat of royalty, there
will always be something that makes you unique. Keeping track of what guests
mention frequently online can help you to see where your unique strengths lie.
For example, your hotel might be situated closer than any of your competitor's
hotels to one of the activities guests frequently mention online – make sure
that people know about this.
Make the most of what guests have said
Your future guests are much more likely to believe what
people similar to them tell them about your hotel than they are to believe what
you tell them – use your past guests positive comments (or social
proof) to highlight something that your hotel does better than your
competitors.
Consider a review collection and online reputation
management partner
Of course, the more feedback you get the better, so
employing a review collection system that automatically asks guests for
feedback can help you greatly in determining what your guests are enjoying
most, what really makes you stand out, and where you need to work harder.
Many review collection systems also offer online reputation
management features as well, which can help you keep track of reviews of your
property from multiple sources, as well as help you to keep an eye on what's
being said about your competition online.When pressed for time, as hoteliers
almost always are, it can be tempting to only pay attention to reviews and
mentions of your own hotel, but this will not help you to define your
competitive edge. When you know what the competition is selling, you can be
certain of where your product outstrips theirs, and you can discover your
unique selling points more easily. If you believe in your product and are
confident of its merits, potential guests will sense this, and be more inclined
to choose to stay at your hotel.
For more information on Guestline's integration with
GuestRevu (our review collection and online reputation management
partner), please email sales@guestline.com.
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