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Reputation Management for the Post-COVID Hotel

October 12, 2020

How has reputation management for hotel brands evolved in the wake of the pandemic? Do travelers rely more or less on third-party reviews? Have their top criteria for judging a property changed? Can we attribute a specific dollar amount for how much a good or bad review will cost an organization?

These are some of the questions I ask myself when confronting this relatively new field. So that we’re all on the same page, when we refer to reputation management we are discussing the capacity of user-generated content (UGC) stemming from a guest’s experience to alter another customer’s perception of a brand in conjunction with that company’s ability to nurture advocacy or mitigate potential harm from said UGC.

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