What kind of rotten hotel is most afraid of ota?

According to a survey conducted by Ctrip. com, 60% of the guests browse bad reviews when booking hotels. So, what kind of bad reviews have the worst impact on hotels? It can be roughly divided into the following three categories:

The first is the long bad review content with pictures. Most people believe that "seeing is believing", and bad reviews with pictures as evidence can often be recognized by guests who have not checked in. At the same time, this kind of illustrated comments may be ranked higher by the system and will be seen by more guests.

The second is the bad review content that exaggerates the shortcomings of the hotel. When a guest is dissatisfied with the hotel, he may deliberately exaggerate the shortcomings of the hotel when writing comments. For example, when you check in, the front desk is not enthusiastic enough, which may become "the attitude of the front desk is extremely poor" in the bad reviews of the guests. Or deliberately hide some facts in the description, so that uninformed guests will misunderstand.

The third is the content of bad reviews written by the store for a long time. For hotels that stayed a year ago, guests' comments may be biased in memory, and some people even seem arrogant. Of course, there are also guests who directly vent bad reviews, and their contents are often different from the current situation of the hotel. Therefore, the time for Ctrip to write comments for guests has been shortened from 1 year after leaving the hotel to half a year, reducing the impact of such bad reviews on the hotel.

How to reduce the negative impact of bad reviews?

From 20 19 and 1 e-commerce law, it is clearly stipulated that consumers' comments on goods sold or services provided in their platforms shall not be deleted, otherwise they may face a fine of up to 500,000 yuan. Therefore, in order to reduce the negative impact of bad reviews on OTA platform, hotel merchants mainly have to start with "replying to bad reviews".

First of all, the hotel should reply to the bad reviews in time (preferably within 24 hours). According to a survey, more than half of the guests will pay attention to bad feedback, and they want to know whether the hotel has made improvement measures for feedback. The sooner the hotel makes an effective response to the bad reviews, the smaller the impact of the bad reviews on the order conversion rate.

Secondly, hotels should know what kind of bad reviews are effective. According to the category of bad reviews, reasonable and effective hotel responses can be divided into the following three categories:

1. Reply to the fact bad review

For the bad reviews put forward by the guests that are consistent with the facts, the hotel should conduct self-examination in time, deal with the problems that can be improved immediately, show the improvement measures in the hotel reply in time, and emphasize that this will not happen again.

▼ For the bad review of environmental facilities, the reply of a hotel in Qingdao means: apologize → take improvement measures → emphasize that it will not happen again.

Hotel reply: Dear guests, thank you for coming. I'm sorry I didn't bring you a perfect accommodation experience. We feel deeply guilty. We attach great importance to your problems and have formulated rectification measures one by one: 1. The problem of fume in the lobby has been completely solved now. A few days ago, the exhaust pipe backfired because of the wind direction. It won't happen again. 2. At present, most beds in hotel double rooms are 1.2, so we can't adjust them at present. I recommend you to experience the big bed room. Thanks again.