Today's Hotelier - April 2018 - 56

MARKETING

The posts published online by your
guests have a huge impact on the way
their followers view your brand. Word of
mouth remains the most credible form of
advertising. According to Nielsen, 83 percent of people trust recommendations
from friends and family, and two-thirds
of people trust opinions posted online.
As much time and planning should
be spent managing user-generated content (UGC) online as you would spend on
creating and distributing branded content. You know that the words that you
write for your brand should always be
thoughtful, well-planned and consistent
with your overall marketing strategy. But
how do you manage what someone else
is writing about you?

HOW TO MANAGE UGC
The first step in managing UGC is finding
it. Use a platform that allows you to connect all of your social media accounts,
review websites and OTA listings to
receive notifications any time content
is posted about you online. When you
see that something has been written
about your hotel online, assign tasks to
employees at your hotel to make sure
every post is responded to.
Don't forget to encourage happy
guests to leave reviews for your property
online. You can use physical reminders
on-property, but we find the most success by implementing a post-stay email
campaign. Following check-out, send an
email to request feedback with a link
to your TripAdvisor or Google business
reviews page. Sending personalized
emails can be automated with a reputation management system.

HOW TO ENGAGE WITH UGC
As a best practice, you should respond
within 48 hours to guest feedback and
posts online. In fact, 84 percent of customers expect a reply to a social media
comment within 24 hours. Likewise,
45.6  percent of customers expect
their negative online reviews on Yelp,
TripAdvisor or Google to receive a

56  | APRIL 2018 | TODAYSHOTELIER.COM

As much time and planning should be
"spent
managing user-generated content
online as you would spend on creating
and distributing branded content.

"

response in three days or less, and half
of those expect a response to their review
within 24 hours.
Delegate someone at your hotel to
respond to every review - not just the
bad ones. Comment on social media
posts on your profiles or that you are
tagged in. Keep a spreadsheet to track
potential social media inf luencers
for future partnerships, such as an
Instagram sponsorship or blog review
of your hotel. Note their name, links to
their social media accounts, follower
counts and how you think you could
partner in the future.

HOW TO LEVERAGE UGC
Social media is one of the most effective
ways for hotels to earn direct bookings
online. Indeed, 84 percent of millennial
travelers look to social media for travel
inspiration. You can use the content that
people post about your hotel online in
social media posts to inspire others to
book with your hotel.
Wherever travelers are searching,
86 percent of them think that online
reviews are important. One of the most
influential things a hotel can do on
Facebook is to highlight others' positive experiences through sharing positive reviews. Because social media posts
only reach a percentage of your total
following, you can create a post using a
positive review and schedule it multiple
times in the future to make every review
work for you longer.
When you receive negative reviews,
frame your responses with your future
guests in mind. Remember that 65 percent of travelers are more likely to book
a hotel that responds to traveler reviews,
and write your response both to help

the unhappy guest and to make future
guests feel comfortable booking with
you. Your review responses should be
personalized to the issues raised in the
review and express your continued pursuit of excellence.
The most exciting impact of positive
reviews online is the direct impact they
can have on your ADR. In fact, 76 percent
of travelers would pay more for a hotel
with a higher review score. By encouraging positive reviews and amplifying
them on social media, you can build a
value story for your hotel and optimize
pricing based on improvements to your
reputation online.

PLAN FOR SUCCESS
By managing, engaging with and leveraging content posted online about your
hotel, you will see a real impact on both
your reputation and your revenue. Track
content on every website that you appear
on, including OTA reviews and social
media posts. Respond to all the user-generated content about your hotel thoughtfully and consider how you will be able to
use each piece of positive content to your
advantage. By putting in place a robust
content management platform built for
hotels, you'll be able to take control of
content posted about your hotel online
and use it to attract more guests.
■
Amber Wojcek is the
marketing coordinator
for Travel Media Group,
which provides innovative
digital marketing
solutions for hotels. Contact her at
amber.wojcek@travelmediagroup.com
and follow her on Twitter at
@TravelMediaGrp.


http://www.TODAYSHOTELIER.COM

Table of Contents for the Digital Edition of Today's Hotelier - April 2018

Letter From the Chairman
Letter From the President & CEO
Government Affairs & Advocacy
The C-Suite
Common Ground
Summer Season Offers Opportunities to Drive Business
Maximizing Your Experiential Travel Potential
What Can Hoteliers Learn From Other Industries?
Trends to Watch
Finance
Operations
Marketing
Small Business
Spotlight
Q&A
Perspectives
Travel
Leadership
Strategy
Design
Guest Experience
Food & Beverage
Technology
Operations
HR & Employee Relations
AAHOA Club Blue, Platinum, Gold & Silver Members
AAHOA @ Industry Events
Classifieds
Advertiser Index
Back of the House
Today's Hotelier - April 2018 - Intro
Today's Hotelier - April 2018 - cover1
Today's Hotelier - April 2018 - cover2
Today's Hotelier - April 2018 - insert1
Today's Hotelier - April 2018 - insert2
Today's Hotelier - April 2018 - 3
Today's Hotelier - April 2018 - 4
Today's Hotelier - April 2018 - 5
Today's Hotelier - April 2018 - 6
Today's Hotelier - April 2018 - 7
Today's Hotelier - April 2018 - 8
Today's Hotelier - April 2018 - 9
Today's Hotelier - April 2018 - 10
Today's Hotelier - April 2018 - 11
Today's Hotelier - April 2018 - Letter From the Chairman
Today's Hotelier - April 2018 - 13
Today's Hotelier - April 2018 - Letter From the President & CEO
Today's Hotelier - April 2018 - 15
Today's Hotelier - April 2018 - Government Affairs & Advocacy
Today's Hotelier - April 2018 - 17
Today's Hotelier - April 2018 - 18
Today's Hotelier - April 2018 - 19
Today's Hotelier - April 2018 - The C-Suite
Today's Hotelier - April 2018 - 21
Today's Hotelier - April 2018 - Common Ground
Today's Hotelier - April 2018 - 23
Today's Hotelier - April 2018 - Summer Season Offers Opportunities to Drive Business
Today's Hotelier - April 2018 - 25
Today's Hotelier - April 2018 - 26
Today's Hotelier - April 2018 - 27
Today's Hotelier - April 2018 - 28
Today's Hotelier - April 2018 - 29
Today's Hotelier - April 2018 - Maximizing Your Experiential Travel Potential
Today's Hotelier - April 2018 - 31
Today's Hotelier - April 2018 - 32
Today's Hotelier - April 2018 - 33
Today's Hotelier - April 2018 - 34
Today's Hotelier - April 2018 - 35
Today's Hotelier - April 2018 - What Can Hoteliers Learn From Other Industries?
Today's Hotelier - April 2018 - 37
Today's Hotelier - April 2018 - 38
Today's Hotelier - April 2018 - 39
Today's Hotelier - April 2018 - 40
Today's Hotelier - April 2018 - 41
Today's Hotelier - April 2018 - Trends to Watch
Today's Hotelier - April 2018 - 43
Today's Hotelier - April 2018 - 44
Today's Hotelier - April 2018 - 45
Today's Hotelier - April 2018 - Finance
Today's Hotelier - April 2018 - 47
Today's Hotelier - April 2018 - 48
Today's Hotelier - April 2018 - 49
Today's Hotelier - April 2018 - Operations
Today's Hotelier - April 2018 - 51
Today's Hotelier - April 2018 - 52
Today's Hotelier - April 2018 - 53
Today's Hotelier - April 2018 - Marketing
Today's Hotelier - April 2018 - 55
Today's Hotelier - April 2018 - 56
Today's Hotelier - April 2018 - 57
Today's Hotelier - April 2018 - Small Business
Today's Hotelier - April 2018 - 59
Today's Hotelier - April 2018 - Spotlight
Today's Hotelier - April 2018 - 61
Today's Hotelier - April 2018 - Q&A
Today's Hotelier - April 2018 - 63
Today's Hotelier - April 2018 - 64
Today's Hotelier - April 2018 - 65
Today's Hotelier - April 2018 - Perspectives
Today's Hotelier - April 2018 - 67
Today's Hotelier - April 2018 - 68
Today's Hotelier - April 2018 - 69
Today's Hotelier - April 2018 - Travel
Today's Hotelier - April 2018 - 71
Today's Hotelier - April 2018 - 72
Today's Hotelier - April 2018 - 73
Today's Hotelier - April 2018 - 74
Today's Hotelier - April 2018 - 75
Today's Hotelier - April 2018 - Leadership
Today's Hotelier - April 2018 - 77
Today's Hotelier - April 2018 - 78
Today's Hotelier - April 2018 - 79
Today's Hotelier - April 2018 - 80
Today's Hotelier - April 2018 - 81
Today's Hotelier - April 2018 - Strategy
Today's Hotelier - April 2018 - 83
Today's Hotelier - April 2018 - 84
Today's Hotelier - April 2018 - 85
Today's Hotelier - April 2018 - Design
Today's Hotelier - April 2018 - 87
Today's Hotelier - April 2018 - 88
Today's Hotelier - April 2018 - 89
Today's Hotelier - April 2018 - Guest Experience
Today's Hotelier - April 2018 - 91
Today's Hotelier - April 2018 - 92
Today's Hotelier - April 2018 - 93
Today's Hotelier - April 2018 - 94
Today's Hotelier - April 2018 - 95
Today's Hotelier - April 2018 - Food & Beverage
Today's Hotelier - April 2018 - 97
Today's Hotelier - April 2018 - 98
Today's Hotelier - April 2018 - 99
Today's Hotelier - April 2018 - 100
Today's Hotelier - April 2018 - 101
Today's Hotelier - April 2018 - Technology
Today's Hotelier - April 2018 - 103
Today's Hotelier - April 2018 - 104
Today's Hotelier - April 2018 - 105
Today's Hotelier - April 2018 - Operations
Today's Hotelier - April 2018 - 107
Today's Hotelier - April 2018 - 108
Today's Hotelier - April 2018 - 109
Today's Hotelier - April 2018 - 110
Today's Hotelier - April 2018 - 111
Today's Hotelier - April 2018 - HR & Employee Relations
Today's Hotelier - April 2018 - 113
Today's Hotelier - April 2018 - 114
Today's Hotelier - April 2018 - 115
Today's Hotelier - April 2018 - 116
Today's Hotelier - April 2018 - 117
Today's Hotelier - April 2018 - AAHOA Club Blue, Platinum, Gold & Silver Members
Today's Hotelier - April 2018 - 119
Today's Hotelier - April 2018 - AAHOA @ Industry Events
Today's Hotelier - April 2018 - 121
Today's Hotelier - April 2018 - 122
Today's Hotelier - April 2018 - Classifieds
Today's Hotelier - April 2018 - 124
Today's Hotelier - April 2018 - 125
Today's Hotelier - April 2018 - 126
Today's Hotelier - April 2018 - 127
Today's Hotelier - April 2018 - 128
Today's Hotelier - April 2018 - 129
Today's Hotelier - April 2018 - 130
Today's Hotelier - April 2018 - 131
Today's Hotelier - April 2018 - 132
Today's Hotelier - April 2018 - Advertiser Index
Today's Hotelier - April 2018 - 134
Today's Hotelier - April 2018 - 135
Today's Hotelier - April 2018 - Back of the House
Today's Hotelier - April 2018 - 137
Today's Hotelier - April 2018 - 138
Today's Hotelier - April 2018 - cover3
Today's Hotelier - April 2018 - cover4
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