Are you listening?
reputation management demands it

by Todd Lucier on June 24, 2010

I loved this article on how some accommodation providers are giving twittering guests attention…. particularly when things go awry.

http://online.wsj.com/article/SB0977161348 . . .

How should hotels respond to travelers who go public with unsavoury comments? Instant upgrade? Direct Messages?

How should hotels respond to travelers who go public with praise? Apparently it’s against the rules on TripAdvisor to incentivize positive reviews, but is it OK to recognize fans in some way?

Are you using the keyword search capacities of Twitter clients to keep your attention on your guests social commentary?

Nora Cumming

Is this a case of the "squeaky wheel" ? - these sorts of responses could get very expensive! Or, is it more expensive in the long run if you don't respond?
Todd Lucier

Hi Nora!
The truth of the matter is once your guest is unhappy with your service you've got a problem. Knowing everything is OK and better is the hosts responsibility. Many hotels will ring guests in their room as soon as they arrive to ask if everything is as expected. Getting feedback directly is better than getting it in the crowded world of social media.

It's a lot like the waitstaff in a restaurant, they should check with guests once the meal is served to make sure everything is fine. Learning the steak was undercooked when presenting the bill is evidence the service staff dropped the ball.
Josiah Mackenzie

I'm a huge supporter of extraordinary service, but wanted to get your thoughts, Todd:

Do you think we're encouraging people to be more vocal or public about their complaints if we offer instant upgrades for Twitter complaints?
Todd Lucier

I'm not big on the knee jerk upgrade, but paying attention to what is being said is vital. In some respects these type of comments from guests could really help an operator improve the quality of the service. In point of fact the old rule about only 10% of folks who are actually upset letting you know is still true with technology. Whether or not you feel the need to upgrade, there had best be some recognition of the hosts role in providing good service.

Thx for chiming in Josiah.