Hotels: 5 Key Tips for Efficient Management of Reviews in 2024

Hotels: 5 Key Tips for Efficient Management of Reviews in 2024

In the competitive world of hospitality, efficient management of customer reviews has become a key factor for success. From centralizing reviews in an intuitive dashboard to using artificial intelligence for relevant responses, each strategy presented in this article aims to improve the customer experience while optimizing your operational management.

Whether you are a small independent establishment or a large hotel chain, these tips will help you make the most of customer reviews, improve your online reputation, and increase your occupancy rate. Let's explore together how to turn reviews into strategic assets for your hotel.

Centralization of Reviews: Optimization via Dashboard

A. Platform for All Your Reviews

In the world of hospitality, time is a precious resource. For hotel managers, logging into multiple platforms such as Booking.com, Airbnb, TripAdvisor, etc., to track and respond to reviews can be time-consuming and tedious.

The solution? Centralize all reviews in one place. This dashboard optimization system allows hoteliers to manage all customer feedback in just 10 minutes per day. This represents a considerable time-saving and a significant source of peace of mind.

Once the platform is initially set up, there is no need to log in each time; all reviews are automatically gathered and accessible in one single point. This uniform method of managing reviews significantly simplifies the process, allowing facility managers to fully focus on improving the customer experience.

B. Simplified Publishing in Just a Few Clicks

  • Responsiveness in replying to reviews is a crucial element in maintaining a positive and professional image of the hotel, as it demonstrates to customers that the establishment is attentive to their feedback and actively committed to improving their experience. The ability to quickly publish a response through a centralized dashboard greatly facilitates this task.

  • In addition to allowing for quick and efficient responses to reviews, this feature can be enhanced with a notification system whose frequency you can customize. Hoteliers can choose to receive alerts at a pace that suits them, ensuring that they do not miss any important reviews.

  • Whether it's to immediately respond to a complimentary comment or to promptly address a concern in a critical review, the speed of response builds customer trust and demonstrates the hotel's commitment to quality customer service. With this approach, hoteliers can proactively and effectively manage their online reputation, thereby increasing customer satisfaction and strengthening loyalty to their brand.

Development of an Editorial Charter for Reviews

A. Definition and Importance of a Review Charter

An editorial charter for reviews is a framework that defines the guidelines for writing and managing responses to customer reviews. This charter plays a crucial role in the consistency and effectiveness of hotel communication.

While large hotel chains may have elaborate guidelines detailing the tone, style, and content of responses, for smaller hotel establishments, a simpler approach can be just as effective. For these, a few well-thought-out guidelines are sufficient to ensure consistency and professionalism in responses.

This approach saves valuable time while maintaining a consistent communication that is aligned with the image of the establishment. Even a succinct editorial framework helps guide responses appropriately, ensuring that each review is handled thoughtfully and in accordance with the values of the hotel.

Thus, whether it's a large chain or a small independent hotel, a suitable editorial charter is essential for effectively managing reviews and improving the customer experience.

B. Key Content of the Charter:

Creating an effective editorial charter for managing customer reviews involves considering several key elements:

Tone and Communication Style: The charter should define the tone of communication - formal, friendly, professional - in line with the hotel's brand image. This ensures uniformity in the style of responses, reflecting the personality and values of the establishment.

Responsiveness and Response Time: Establishing guidelines for the ideal response time for each type of review, whether positive or negative, ensures timely interaction with customers and demonstrates a commitment to quality customer service.

Personalization of Responses: While the editorial charter aims to standardize responses, it should also encourage a high level of personalization to show customers that they are heard and valued individually.

 Management of Negative Reviews: Clear instructions on how to handle negative or critical reviews are essential. The charter should guide on the best way to respond constructively, while turning negative feedback into opportunities for improvement.

 Compliance with Legal and Ethical Standards: The charter must ensure that all responses adhere to legal and ethical standards, particularly regarding confidentiality and respect for customers.

Updating and Adaptability: The charter is not a static document. It needs to be reviewed regularly to adapt to changes in industry trends, customer preferences, and hotel policies.

C. Adaptability and Automated Learning of the Charter through Artificial Intelligence

The use of a platform incorporating artificial intelligence (AI) to manage reviews offers a significant advantage in the world of hospitality. With the integration of machine learning, the editorial charter does not just provide a fixed framework for responses to reviews; it enriches and adapts continuously as interactions occur. This process of automated learning allows for the constant evolution of the charter, making responses increasingly effective and precise.

  • Optimized Responses Moderated by AI and Human Experts: Although the platform learns from previous responses and suggests improvements based on past successes, human moderation by AI specialists is critical to ensure exceptional quality. These experts provide an indispensable human touch, by evaluating and refining the responses proposed by AI, thus ensuring that the responses remain relevant, personalized, and respect the nuances of each situation.

  • Enhanced Personalization: AI detects the nuances and specificities of each review, allowing for increased personalization that goes beyond standardized responses, while remaining true to the editorial charter.

  • Proactive Trend Detection: The platform can identify trends or recurring patterns in customer reviews, thus providing valuable insights for adjusting hotel services and communication.

  • Time Savings and Efficiency: With suggestions generated by AI, the time needed to draft responses is reduced, while increasing their effectiveness and impact.

By integrating artificial intelligence and machine learning into the editorial charter, hotels can not only respond to reviews more effectively but also continuously learn from these interactions, constantly improving their approach to managing customer satisfaction.

Anatomy of an Effective Review

Adopting a standard structure for customer reviews is essential in the hospitality industry, not only for time-saving purposes but also to ensure comprehensive and thoughtful responses. It is crucial to develop customized introductions, contents, and conclusions while respecting a structured framework. This approach facilitates the quick writing or validation of responses, tailoring them specifically to each encountered situation.

  1. An Impactful Introduction That Reflects the Tone and Personality of the Company

The first step in writing an effective review is to create an attention-grabbing introduction that is in harmony with the unique tone and personality of the company. This introduction should be both concise and evocative, capturing the essence of the company, and engaging the reader from the very first words. By clearly reflecting the style and values of the company, it sets the tone for the interaction and invites the reader to fully immerse themselves in the experience offered by the review.

    B. The Main Content

The main body of the review should provide detailed and specific information, while highlighting the unique features of the establishment that can positively influence future bookings. It is essential to focus on concrete elements, such as specific aspects of the customer experience or specific hotel services. For example, it could be beneficial to include comments like: "We hope you had the opportunity to enjoy a cocktail on our terrace with its breathtaking view of Paris," which highlights a distinctive asset of the hotel. The content should be structured to be informative and easy to read, while avoiding generalities and focusing on those unique strengths that make the experience at your establishment unforgettable.

      C. An Engaging Conclusion

The conclusion of a review, while summarizing the key points addressed, should also leave a lasting impression. This means it should not only invite action, such as encouraging a future visit, but also leave a memorable imprint in the reader's mind. It can highlight a unique aspect of the hotel experience that resonates over the long term. A well-written and enduring conclusion reinforces the overall message of the review, leaving the reader with a positive and memorable note.

D. Using a Platform with Artificial Intelligence

Adopting a platform equipped with artificial intelligence offers a considerable advantage in writing reviews. These platforms integrate best writing practices while conforming to the specifics of your establishment. AI facilitates the creation of consistent and personalized reviews, taking into account the peculiarities of each situation. Moreover, thanks to machine learning, the platform is constantly improving, making the reviews increasingly accurate and tailored to the image of your hotel.

Use of Artificial Intelligence in Responding to Reviews

The digital revolution and artificial intelligence (AI) are transforming the hospitality industry, opening new paths for efficiency and time management. The use of AI in managing customer reviews represents a valuable opportunity, yet requires a balance between technology and human expertise. This combination ensures a customer interaction that is fast, efficient, and personalized, in line with the spirit of your hotel.

A. Selection of a Customizable AI Solution

Choosing a customizable AI solution is essential for effective management of reviews. Such a solution must offer accessible and responsive customer service and place human interaction at the heart of its operation. This ensures that the technology complements and enriches the human approach rather than replacing it, providing responses that are both technologically advanced and deeply human.

B. Flexibility and Editing of AI Responses

Flexibility is key in using AI for responding to reviews. It is important to be able to choose different parts of the message and have the ability to edit the responses generated by AI. This allows for further customization and adaptation, ensuring that each response is well aligned with the tone and style of the establishment. Additionally, the possibility of involving human editors for certain complex or sensitive reviews offers a balance between technological efficiency and human expertise.

C. Human Support for the Continuous Optimization of AI

One of the key aspects of our use of AI for responding to reviews lies in our dedicated team, which is committed to the continuous improvement of this technology. This team does not just adjust and perfect the system based on user feedback but also develops specific AI profiles for each establishment. These profiles are designed to reflect the unique characteristics and unique selling propositions (USPs) of each client, thus ensuring that the responses generated perfectly match the identity of the establishment. USPs, or "Unique Selling Propositions," are distinctive features that make a product or service unique in the market. In our context, this means creating responses that capture the essence and strengths of each hotel. This method ensures that the responses seem natural and human, while being highly personalized for each hotel. This close link between human and machine ensures that the AI solution remains always in tune with the specific needs of the hotel and the changing expectations of clients.

The Importance of a Specialized Writing Team

A. Complementarity of AI and Editorial Expertise for Certain Types of Reviews

The synergy between artificial intelligence and editorial expertise is essential for managing reviews. For standard reviews, AI offers unmatched efficiency and speed of processing. However, for more nuanced or unique situations (like, for example, when asking in a response to a Japanese customer if they have recovered from an illness they had while staying at the hotel), specialized writers bring an indispensable human touch. They ensure personalized and empathetic responses. The ideal platform must offer the flexibility to choose between AI-generated responses and those written by editors, depending on the nature of each review. This ability to quickly choose between the two approaches, along with a simplified tracking system, is essential for effective and situation-adapted review management, ensuring the highest quality of customer communication.

B. Collaboration and Exchange with Writers to Provide Contextual Elements

The close collaboration between hotel managers and writers is essential to enrich, if necessary, the responses to reviews with relevant contextual elements. It is important to note that all the elements provided will serve to nourish the personalization of AI, thus allowing for continuous improvement and more precise adaptation to the specific needs of clients.

This interaction enables writers to deeply understand the specifics and unique circumstances of each situation reported in the reviews. By having access to contextual information, writers can create responses that are not only accurate and personalized but also reflect the hotel's commitment to understanding and effectively responding to the needs and concerns of their clients. Such an exchange of information ensures that each response is grounded in the reality of the customer experience, thereby enhancing the credibility and authenticity of the hotel's communication.

C. The Importance of Native Writers for the Quality of Reviews

The use of native writers is crucial to ensure the linguistic quality and cultural relevance of reviews. Native writers bring a deep understanding of the nuances of the language, which is indispensable for effectively communicating with an international clientele and ensuring that messages are clear, professional, and culturally adapted.

Conclusion

  •  Human Moderation for Quality: While AI offers advanced customization and            efficiency in managing responses, human moderation plays a crucial role. Native writers and communication specialists check and refine the content generated by AI to ensure it remains in line with quality standards, culturally relevant, and professional. This synergy between AI and human expertise guarantees the authenticity and accuracy of interactions.

  • Responses Tailored to an International Clientele: Thanks to this combined approach, the generated responses not only reflect the USPs and the unique personality of the establishment but are also adapted to meet the cultural and linguistic expectations of an international clientele. This enables the establishment of clear and professional communication, essential in the hospitality sector.


  • Impact on Customer Satisfaction and Reputation: By using AI personas to personalize interactions, hotels can significantly improve customer satisfaction. Personalized and well-informed reviews and responses strengthen customer trust and enhance the image of the establishment, thereby contributing to its reputation and commercial success.

Competitive Advantage: Adopting this cutting-edge technology in customer service puts establishments at the forefront of innovation in the hospitality sector. By offering an enhanced and unique customer experience, hotels can stand out from the competition.

Our platform offers a complete solution, combining artificial intelligence and human expertise to optimize every aspect of your responses to reviews. To let you discover for yourself the unparalleled advantages of our technology, we are delighted to offer a 14-day free trial. This is the ideal opportunity for you to see how our platform can transform the management of your customer reviews, saving precious time and improving the quality of your communication.

We are convinced that our solution will quickly become an indispensable partner in managing your customer relations. Do not hesitate to seize this opportunity to take your customer service to the next level!