The brand took on Online Reputation Management (ORM) in 2017, and quickly incorporated the solution into its processes. The group also took on Guest Satisfaction Surveys (GSS), in order to get the detailed results that are sometimes missing in freeform online reviews. To get the most out of the combined solutions, the quality team created:
•A handbook of good practices to guide hotel managers on online reputation management and how to monitor and identify areas to improve on.
•A comprehensive management response strategy guideline.
•Response templates for positive, neutral and negative reviews.
Paradores’ Best Practices for Responding to Reviews
Respond to reviews is a daily part of Paradores’ guest experience management strategy. The brand outlined the following tips:
•Every response should be written in an appropriate tone, apologizing if needed, while giving further details on what the guest has mentioned and should end on a positive note.
•Speed is key and ideally, reviews are responded to within 72 hours.
•Use templates to facilitate and increase efficiency, but make sure you personalize the responses!
•Use the responses as an opportunity to highlight any new measures you’ve implemented recently, for example cleanliness.
•Respond to al portals and all reviews categories.
