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.
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.
Create unique offerings based on what guests want