Why is reputation management important for tourism operators
According to industry research, over 70% of consumers will view at least 20 reviews during their buyer journey and a third of users say that they change their choice of operator based on reviews alone.
For the most part, tourism operators acknowledge that customer reviews give their business credibility and exposure. However, there are still a significant number of operators that don’t actively encourage their guests to leave reviews or engage with the reviewers on different channels.
Tourism businesses need to put processes and key performance indicators in place to ensure that:
- Reviews are being left by guests on a regular basis.
- All reviews are being responded to in a professional manner, in line with the brand’s values.
What channel do we work with
You may prefer customers to leave a review on one specific channel, but ultimately it is up to them when and where they leave a review for your business.
A good tourism business’s reputation management strategy will highlight the most likely places customers will leave reviews and will put processes in place to increase the number of reviews and the responses to new reviews.
Some examples of common channels for reviews include:
- Google Business Listings
- 3rd party booking systems (e.g. WotIF, Booking.com, Red Balloon etc.)
Digital Tourism Resources
On one of our recent trips to Port Fairy, we got the chance to sit down with Jenny Madden, the Coordinator of Corporate Business & Tourism Development for the Moyne Shire Council and discuss the impact of the new brands and website have had on the 7 council-owned and operated caravan parks.
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