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About the Book

For hotels wanting to sell online, user reviews have become incredibly influential. Every customer has an opinion and is increasingly broadcasting it to the whole wide world!  What past customers are saying about your hotel, on dedicated review sites such as TripAdvisor.com or built into property pages on Online Travel agency websites, can make or break your business. This makes proactively managing your online reputation essential.  However, responding to harsh and sometimes unwarranted criticism is challenging. Many hoteliers struggle to manage the process effectively, resulting in missed opportunities, a damaged online reputation and lower revenues. 

Thankfully help is at hand. Based on techniques gleaned from working with both independent and chain hotels, Reviewed! The hoteliers’ unofficial guide will assist you in defending, controlling and enhancing your property’s online reputation. Using a highly practical approach, this guide provides precise, detailed, step-by-step solutions, tactics and suggestions to help hoteliers to:

• Better understand the role and importance of user reviews in today’s highly competitive online booking environment
• Manage your hotel’s pre-purchase image so you can more easily exceed guest expectations and drive better user reviews
• Use proven strategies to respond to reviews, both positive and negative
• Challenge and remove suspicious or unwarranted reviews
• Appreciate how the main review channels work and how best to manage their idiosyncrasies and requirements
• Assess which software tools to use to assist in online reputation management
• Understand how you can drive additional favourable reviews to increase your rating scores and positioning
• Use reviews as free corporate intelligence tool to better understand your, and your competitors’, relative strengths and weaknesses.

About the Author

Peter O'Connor

@peteroconnor

Peter O’Connor is Chaired Professor of Digital Disruption at ESSEC Business School, France, where he also serves as Academic Director of the specialized courses in Hospitality Management. Peter’s research, teaching and consulting interests focus on the use of technology in online retailing, distribution and electronic marketing.  In parallel to working at Essec, Peter also consults with internet analyst firm PhoCusWright Inc. as a senior analyst. In 2015, he launched ESSEC’s first MOOC (Massive Online Open Course) on Coursera, which currently has over 12,000 active learners.