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The importance of online comments to the hotel executives

The online customer reviews are becoming increasingly important as prescribing future stays users and chains are aware of it. In fact, the two most important Spanish were incorporated as the quality criterion for defining the variable remuneration of its directors.

The voice of our clients is vital to our constant improvement, in a hotel, for a brand and for the whole company, they affirm from the chain. In this respect, they add, to deal, to answer, to improve and to analyze it is a part of our process inside the equipment of Guest Experience, both in hotels and in the field and central units. We all are a part of this process because our clients are in the center of everything what we do.

Meliá Hotels, for it the company began six years ago to monitor the reputation online of each of its hotels of ReviewPro's hand. The system,close to the analyzing the comments that the clients leave in the web and in the different platforms, allows to compare every establishment with its own competitive set, with indicators as the Revenue Generation Index (RGI) and the Quality Penetration Index (QPI).

Both are included as aims for the personnel by variable remuneration in all its hotels, so much for managerial positions by a weighting of 10 %, since for the departmental persons in charge by 20 %, whereas the managers of Guest Experience of every establishment can have 10 % additional ligature to the results of the surveys. At present 3.000 persons possess these aims as part of its variable remuneration.

In case of NH they are 1.500, between the directors and chiefs of equipment in the hotels, and the equipments of operations in the central services of every country, which have 15 % of its linked directly to the quality. In this concept, the comments are included online, the mystery guest and the surveys of satisfaction of the clients after their stay.

And the results are there: in 2014, there has been improved in 5 % the average valuation that the guests have realized of all its hotels in TripAdvisor. This improvement has allowed to climb positions in the rankings of every destination, gaining visibility. This way, in the principal cities in those who operate, 25 % of its establishments is between(among) the 10 first ones.

So, we must pay attention to the opinions that the customers have about our company because of our services are aimed at them

It is indispensable to take account their opinions to improve our service and being more competitive in our sector.

It is necessary to have a close relation between company and client because it will have a high customer loyalty.

Taking account our customers opinions and the new technologies, both of them provide to the company a competitive advantage, and mainly having a royal client because the company has used the computer applications.

Nowadays the customers have to know that our company bears in mind their opinions and the company asks them about their stay in our hotel.

Well, What do you thing about?

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