They can assign a given number of the members of staff to offer responses to the online comments from customers. These comments can either be positive or negative ones.
The management can form an executive committee to read through the online reviews.
By responding to the comments quickly and on a regular basis.
The hotels should be able to appreciate all of the feedback from their guests.
The hotels can also manage the online reviews by asking support from their guests.
2) How can hotels influence the quality of reviews?
There is increasing importance in review management in hotels because of they have a direct relationship with the demand and the revenue management within a hotel.
The hotels can analyze the platforms that can facilitate proper interaction between them and their guests, and should be able to be accessed 24/7.
The hotel should also have an updated and an interactive presence on the online platform.
They maintain an online reputation that is honest and very professional.
They should also add reviews on their websites. This will as well influence their quality.
3) What are the advantages / disadvantages of reviews on Booking vs. TripAdivsor?
Negative reviews can also lead to the creation of bad publicity for both the Booking.com and the TripAdvisor.
Another benefit of review is that it enables Booking.com and TripAdvisor to have an addition of some inspiring content into the websites that they have. This ensures that there is a huge control above moderation.
Reviews on Booking.com and TripAdvisor also helps in the buildup of trust and a good confidence on the customers that the organization seems to express care for them and hence can lead to a relationship that is long-term.
TripAdvisor and Booking.com also has no control of how the reviews tend to appear. This is a disadvantage.
There is no ownership of the uploaded multimedia content.
4) Comparison of the information, usability/web presentation and nature of reviewson Booking vs TripAdvisor.
Only travelers who have stayed in some property are allowed to write reviews on Booking.com. TripAdvisor, on the other side, gives allowance to any individual who has an account to forward their reviews concerning any hotel.
TripAdvisor gives allowance for the Hoteliers to give a response of the reviews through the profiles that they own even if they are in Booking.com.
The Booking.com and the TripAdvisor have similar rankings.
With concern to the number of reviews, Booking.com gives an indication of the number of the reviews that their users have posted over the past 14months while TripAdvisor retains all of the reviews.
5) Summarize in 4 bullet points what you have learnt in the TripAdvisor case.
I have learnt that TripAdvisor is one of the leading websites that enables customers to easily access hotels.
I have learnt that the hotels that are always willing to pay heavily for the TripAdvisor business package are always given preferential treatment.
TripAdvisor gives encouragement for the travelers to take a direct booking on its website, but they do not take responsibility when the travelers have a problem.
However, just like any other firm, it has challenges, like the case which involved the fake reviews that were presented on their website.
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