Nice Clean Accommodation But…’ – The Perils Of Online Reviews

On Trip Advisor we’ve just read “Nice park but remember your cleaning products!” We shan’t mention which park, and it was not one of Pattersons Accommodation Supplies customers, but this is the type of comment that can really harm a park’s reputation. Guests before booking their accommodation will often refer to online review centres, with Trip Advisor being one of the most important to monitor and respond to. Especially for smaller holiday parks and serviced accommodation providers, ensuring your Trip Advisor reviews are good can really drive business. The problem with reviews is that taking aside the issue of slanderous posts, the views posted are perceptions of a guests stay and each guests rates their experience in different ways. We have often seen parks marked low on Trip Advisor for some minor detail such as not enough toilet rolls in the bathroom, and the customer has proceeded to state how amazing their accommodation was, and then just award three stars! There is little that can be done about this, as the point of review centres is for consumers to share their experiences, but this is exactly the type of post an accommodation supplier should be monitoring and responding to. Looking at Trip Advisor and other sites the online community are regularly discussing their experiences of their stay, but what is evident is that while the larger holiday parks and serviced accommodation providers are monitoring and responding to customers, it is often the smaller parks and lodgings that are failing to capitalise on this opportunity. You can argue that having a smaller team you don’t have the resource available, but by responding to both negative and positive reviews weekly it has been proven to increase bookings. One of the best marketing techniques is word of mouth, so capitalise on this marketing opportunity and make sure those comments are positive. With Trip Advisor you can set up alerts to inform you when a new review has been posted, and by responding in an appropriate manner this demonstrates to former and prospective guests that you are interested in feedback and care about customer service. Some accommodation suppliers respond to every review, but at a minimum the negative ones should receive a response to correct false statements or to write what action you have taken.

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