The Hotel Ratings Business - What Does It All Mean (especially for Our Consumer)? - By John Hendrie

The Rating Companies used to own the landscape, particularly, AAA and the former Mobile Travel Guide, now Forbes.  They still have some impact on the higher-end hotels and resorts, but the Middle Market must depend upon almost a Bazaar of opinions -  an open marketplace, where everyone has an opinion, and you can visit all these tables, stalls and kiosks, seeking the mystical answers to that quest – where (and why) should I spend the night?
 
The process begins with some definition, and, in the US, definition is a problem, for, with all our, Brands, types and segments, the Consumer starts off confused and must research for guidance, beyond the lodging’s web site.  More and more they turn to User Generated Reviews.  In other countries around the world, governments and associations have tried to remove the mystery about lodging choices.  This is extremely helpful.  Just this past week, a new organization, the
Boutique & Lifestyle Lodging Association will provide some differentiation for their niche.  Well done!
 
The Middle Market will need to furiously manage the Social Media commentary.  It is here to stay and will only expand the range and voices of critics.  Certainly, one line of defense and good operating strategy is to have a solid Quality Assurance Program in place, which can actually be used as a Marketing tool, too.  Without QA, you open yourself up to the high clamor of disappointment for the expected Guest Experience we have promised.
 
 

Logos, product and company names mentioned are the property of their respective owners.

Reader Comments:

Be the first to leave a comment for this article

Tweet