Daniel Craig points out good suggestions by showing how hoteliers can take positive change in their hotel by using the negative reviews that they received about their hotel.
Some hoteliers continue to think that they are losing the control of their image on the web and through negative reviews but as Daniel Craig, they can still control everything, take their responsabilities and find the best solution to satisfy the customer. The best thing that hoteliers need to do is to care about their customers, communicate with them and find the matters: why are they reacting like that ? how was their experience ?
As Daniel Craig says, most of the time the issue is not so important but it is how the employees manage the problem with the guests that can change everything.
Hoteliers can definitely change the negative opinion of people by following them via email and make sure they can "understand" that the hotel is doing everything that they can to improve their service and make sure they will fix these kind of matters in the future.
Actually, what does this article try to show us ? Many solutions can be find for the hoteliers (from the 5-star resort to the bed&breakfast) to make sure that each issue will be solved and that each negative review can be amended and effect positively for the hoteliers.
I really think that most of the hotel should develop their engegement through their own website to communicate more and efficientely to try to avoid negative reviews on TripAdvisor for instance. They should develop their visibility on the social media and make sure that fans can follow them and support them. The visibility can be improved by adding a Facebook page or a Twitter account or anything that can link the customers to the hotel more easily.
They also should reply to each comment, even to thank a customer for a good review in order to show that they care about the customers and to show that they can easily be approachable. Their website should really show their engagement and develop a "customers relationship" for the customers to be able to ask any questions when they want.
Hoteliers should be able to send a comment card through email for each customer - We know that most of websites are already doing that but actually they do not really care of the answers of the guests.
I had a negative experience in a big well-known hotel from an important group: at the end of my stay, I received a comment card via an email. I put some negative reviews inside and said that I can not understand the bad service and so on...The mistake of the hotelier is to never reply to my comment card ! They never took the time to ask me why my experience was so bad or any other questions. So even if the hotel or the website or the group of hotel ask you to fill in a comment card, they should make sure to answer to the customers who wrote negative reviews or the customers who had a bad experience. Or else the customers can finally decide to write negative reviews on Travel websites or forums.
Hoteliers should also make sure to understand the matter and find an explanation of the issue. The service can definitely improve by the training of the employees to make sure that they can talk to the guests before they write a negative review.
Feedback or reviews (negative or positive) should never be ignored by the hoteliers.
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