On TripAdvisor, there is an opportunity for the travel professional (tour operator, hotel manager, etc.) to respond to each review. I am always impressed by the travel professionals who respond to both the positive and negative reviews. In fact, if I am travelling to a place I have never been to before – for work or pleasure – it is the review that has a response that gets my attention and, usually, my business. I have seen hotel managers apologize for something that went wrong that was their responsibility and I have seen them respectfully take on a reviewer who perhaps wasn’t sharing the whole story. It impresses me when a service provider responds and when they take responsibility publicly for something that went wrong; it tells me that customer service matters to them. Things are going to go wrong; I just want someone who cares enough to make them right.
TripAdvisor isn’t perfect – not all reviews are necessarily authentic. Sometimes tour operators or hotel managers have staff or friends write positive reviews for them and negative ones for competitors. Let’s face it, there are also people out there who just don’t like anything and who always write negative reviews. It’s important to take these reviews in context. However, it does provide a great opportunity for both travellers and for the travel and tourism world. And it’s a great example of how the world of public relations has changed – and not just in travel and tourism, but in every industry sector.
People – consumers, clients, influencers, investors, government, media, etc. – are all online and talking. They are likely online somewhere discussing your organization or industry right now. Do you know where they are? Do you know who they are? Do you know where you can engage in the conversation (if it is strategic for you to do so)? Are you paying attention to what they are saying?
What is your website like – is it easy to navigate? Is the information up-to-date and relevant to your stakeholder group? Is it engaging and interesting?
These are important questions. Your stakeholders are online looking for information about your organization and if your website isn’t up-to-date, you may be responsible for any misinformation they have. If they are discussing you and – at the very least – you aren’t aware of what the hot button topics are and what they are interested in, you are not only missing out on an opportunity to engage and build positive relationships, but there may also be an issue emerging that you don’t know about and that could be damaging to your organizational reputation.
If you aren’t a part of the conversation, it could hurt you.