Online reputation was already important before the pandemic, but now even more so. It acts as a reflection of your hotel’s operational reality, as it is exposed for everyone to see. Guests will keep sharing their experiences through online reviews and will have higher expectations than before. They want to feel safe and enjoy their stay at the same time.
Potential guests will continue reading online reviews to understand the guest experience, especially those regarding cleanliness and safety measures. Showcasing your hotel’s protocols is not sufficient enough, as travelers will want to be reassured by previous guests as well.
If your hotel is closed, older reviews will remain visible and so will the negative ones. Your organization needs to make sure that they are in control by replying to every single review because this is what travelers will see first when they first start searching for hotels.
When your hotel does re-open or (if it has already re-opened), your hotel needs to be prepared and have a clear strategy to be able to manage this online feedback, as you will suddenly be going from almost no reviews to an increasing volume of reviews.