We all know that social media is playing a stronger and stronger role in the hotel industry. More and more hotels are getting involved with Facebook, Twitter and the like, but how are guests taking advantage of this social media revolution?
One viewpoint which I am hearing more and more frequently is that travellers are posting their complaints and negative comments onto Twitter as quickly as possible, in the hope that the hotel responds quickly. After all, I’d prefer a free room upgrade now, rather than complaining post stay and seeing what I get. But is this really happening out there right now and are guests rewarded by doing this?
It’s true that negative press in social media can affect a hotel directly and with big impact (I’m thinking of TripAdvisor of course), and they need to carefully manage this. You will see just by looking at TripAdvisor that there are now so many property managers responding to comments and thanking those that are good, that this is clearly one channel that hotel managers watch carefully.
So how does this kind of complaint work? I am sure that the majority of hotels are not monitoring the web 24/7 for any snippet of feedback that may appear. In fact, I am sure that it’s the complaint maker who shows the hotel what they are doing, and want the hotel to respond accordingly.
I’d love to hear from hoteliers as to their experiences with this kind of feedback and use of social media, so please leave comments.
I am sure though that the benefits of social media are still far outweighing that of the negative press that it sometimes attracts.