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July 31, 2018

Navigating Review Websites

Navigating Review Websites

NEWS/Quick-Takes:
Alien: Descent vs. The Void

Midsummer Scream: A great convention chuck full of marketing examples for attractions. All the attractions in the Southern California area participate and each is a great example of attractions...


NEWS/Quick-Takes:
Alien: Descent vs. The Void

Midsummer Scream: A great convention chuck full of marketing examples for attractions. All the attractions in the Southern California area participate and each is a great example of attractions connection with guests at conventions. Track the hashtag online to see some of the examples. Six Flags brought a scare zone, scare actors, and hosted a main stage announcement panel.

Main Topic:
Yelp and TripAdvisor Review Websites
https://hbr.org/2018/02/study-replying-to-customer-reviews-results-in-better-ratings

“Harvard Business Review found that when hotels start responding, they receive 12% more reviews and their ratings increase, on average, by 0.12 stars. While these gains may seem modest, TripAdvisor rounds average ratings to the nearest half star: A hotel with a rating of 4.26 stars will be rounded up to a 4.5, while a hotel with 4.24 stars will be rounded down to a 4. Therefore, even small changes can have a significant impact on consumers’ perceptions.”

Why? “If the consumer notices a manager responding to past reviews, they might decide not to leave a trivial or unsubstantiated negative review, to avoid a potentially uncomfortable online interaction with the manager. Once hotels started responding, they experienced a sharp drop in the rate of short negative reviews. And while longer negative reviews still cropped up, these reviews often contained constructive feedback that could be useful to managers trying to make changes.”

Example of how to handle hecklers: https://tim.blog/2018/07/16/aisha-tyler/

Tips:
Encourage reviews, but focus on one platform at a time (one CTA).
Make sure you have a dedicated team member to managing feedback and reviews.
De-escalate the situation and remove them from the public view as soon as possible.
Assign responses to someone who is trained is guest service and knows how to handle these situations and resolve them.

Wrap-Up:

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