Platforms such as TrustYou help manage and optimize online reputation which has become crucial within the tourism industry. the hotel factory interviewed TrustYou Enterprise Sales Director to gain further insight on how these platforms work and how they can help improve guest satisfaction.

With the continuous growth of the hotel factory, as a company, we credit our expansion to the innovative methods we research, develop, and apply, to assist our clients in their hotel ventures. In business, especially in the hotel industry, reputation, whether in the real-world or online, is among the most lucrative and imperative factors when operating a hotel, if not the most important.

As online reputation has become crucial in the hotel industry, many companies have adapted to these needs and created platforms that are able to manage and optimise online reputation. To gain insight on how these platforms work and how they can help improve guest satisfaction, we conducted an interview with TrustYou Director Enterprise Sales, Spain, Gaston Richter. TrustYou is the world’s largest guest feedback platform, created in 2008, that is used by hotels, accommodations, restaurants, and intermediaries.

The highlights of our meeting with Mr. Richter were the following:

• Value for money during low season.  It is especially important to boost the amount of reviews during the low season as reviews will likely be better, since rates and occupation are lower, improving guests’ perception of value for money.

• Target the 70% that leaves no review. Richter mentioned the importance to make the necessary revisions (monitor) of reviews both negative and positive since 70% of guests that are satisfied will not leave a review. The key takeaway from the interview to accumulate reviews is to target this 70% of satisfied guests, but not satisfied enough to leave a review, by proactive involvement to satisfy guests during their stay and their post-stay.

• Reviews after 2 years are non-influential. TrustScore algorithm remains a secret, but we do know that guest reviews contributing to the overall score are weighted according to its publishing date: recent reviews are more relevant for the average score than older ones. And reviews older than 2 years will not affect the TrustScore at all.

• Encourage positive reviews, As stated above, reviews have a greater impact within the first 6 months, for this reason it’s important to encourage new reviews, especially during the low season, as they will have a greater impact in the average score.

• Respond to all reviews ASAP. It’s crucial to respond to all reviews as soon as possible (24-72 hours), especially negative ones, because those reviews have a greater impact on future guests during the reservation process, as a user will be more determined to reserve if he/she sees that reviews (complaints or praises) are being taken care of.

• Prevent negative reviews. Although negative reviews are not necessarily detrimental, because in the middle of difficulty lies opportunity, proactive actions should be implemented in the hotel to identify early signs of unsatisfied guests to prevent a negative review, and convert them to satisfied and loyal guests.    

After an extensive market research and discussions with clients, our ability to analyze all information obtained and develop a tailor-made implementation plan for each hotel, is consequently a valuable skill we utilize, and if you have any interest in improving your hotel’s online reputation, or overall guest satisfaction do not hesitate to contact us.