{"id":26809,"date":"2020-05-05T17:56:10","date_gmt":"2020-05-05T15:56:10","guid":{"rendered":"https:\/\/respondelligent.com\/?p=26809\/"},"modified":"2023-12-07T16:07:26","modified_gmt":"2023-12-07T15:07:26","slug":"hotel-reputation-management","status":"publish","type":"post","link":"https:\/\/respondelligent.com\/de\/hotel-reputation-management\/","title":{"rendered":"Der Ruf Ihres Hotels im Zeitalter des Internets"},"content":{"rendered":"

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GRATIS TIPPS & TRICKS
HOTEL REPUTATION MANAGEMENT<\/p>\n

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Der Ruf Ihres Hotels im Zeitalter des Internets<\/p>\n

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5. Mai 2020<\/p>\n

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5. Mai 2020<\/p>\n

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5. Mai 2020<\/p>\n

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(erste Version ver\u00f6ffentlicht am 22.10.2017)<\/p>\n

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D<\/span>ie Reputation Ihres Hotels war schon immer wichtig. Im Zeitalter des Internets und Social Media sind aber etliche neue Quellen aufgetaucht, die den Ruf Ihres Hotels bestimmen – online und mit grossem Publikum. Entsprechende Priorit\u00e4t geniesst dieser Teil heute bei allen Profis in der Industrie.<\/p>\n

Eine Studie der\u00a0Cornell University<\/a>\u00a0 zeigt, dass positive G\u00e4stebewertungen Ihre Belegungsquote um 0.54% steigern und zu einem 1.42% erh\u00f6hten Umsatz pro Zimmer f\u00fchren k\u00f6nnen.<\/p>\n

Lassen Sie uns zusammen anschauen, welche Faktoren den Ruf Ihres Hotels mitbestimmen, inklusive spannenden Best-Practice-Beispielen.<\/p>\n

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Was ist Hotel Reputation Management?<\/strong><\/h2>\n

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Es geht um das \u00dcberwachen<\/strong> und das Beeinflussen<\/strong> von allem, was im Internet<\/strong> \u00fcber Sie geschrieben\/gepostet wird, respektive wie die User – Ihre potentiellen G\u00e4ste – Sie wahrnehmen. Kurz gesagt, es geht um Ihren Ruf online<\/strong>.<\/p>\n

Hotel Reputation Management<\/strong> beeinflusst alle 5 Stufen eines Reisenden<\/strong> (Google\u2019s five stages of travel<\/a>). Wenn man sich aber \u00fcberlegt, dass 4 von diesen 5 Stufen online geschehen, wird die Wichtigkeit noch einmal verdeutlicht.<\/p>\n

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1. Dreaming<\/strong><\/h3>\n

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Bei der ersten Stufe wird eine Reise-Idee geboren<\/strong>. Sehr oft finden Reisende heute Inspiration online<\/strong>. Die Rolle vom Internet, vor allem Social Media<\/strong>, ist nicht zu untersch\u00e4tzen. Reisefreudige Personen sehen in den Social Media Feeds<\/strong> (v. a. Instagram, Facebook und Snapchat) ihrer Freunde sch\u00f6ne Bilder von fernen Orten oder exotischen Speisen. Wenn das Fernweh schon etwas akuter ist, werden sogar Reiseblogs<\/strong> durchforscht. All das hilft Reisenden eine Reise-Idee, ein Ziel, f\u00fcr sich zu definieren und davon zu tr\u00e4umen.<\/p>\n

Gem\u00e4ss einer Studie von\u00a0Redshift Research<\/a>\u00a0holen sich rund ein F\u00fcnftel aller Freizeitreisenden Inspiration auf Social Media.<\/p>\n

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2. Planning<\/strong><\/h3>\n

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Wenn der Entschluss f\u00fcr eine Reise gefallen ist, beginnt der Recherche-Prozess<\/strong> und ein Reisender analysiert und vergleicht verschiedene Optionen online<\/strong> und stimmt diese mit seinen\u00a0Bed\u00fcrfnissen<\/strong> ab. Hier spielen vor allem Bewertungsseiten<\/strong>, Social Media und Suchmaschinen eine wichtige Rolle. Gem\u00e4ss einer Studie von\u00a0TripAdvisor,<\/a>\u00a0sagen<\/p>\n

83% <\/strong>aller Reisenden, dass Ihnen Reviews helfen ein Hotel zu buchen<\/strong><\/p>\n

53%<\/strong> aller Reisenden, dass sie kein Hotel buchen w\u00fcrden, bevor sie nicht Online-Reviews gelesen haben<\/strong><\/p>\n

Sie sehen hier schon die Wichtigkeit von Online-Bewertungen<\/strong>. Als Hotel ist es deshalb schon in dieser fr\u00fchen Phase zentral, dass Sie gen\u00fcgend und vor allem authentische Reviews sammeln und diese auch beantworten<\/strong>. Mehr dazu, im n\u00e4chsten Abschnitt.<\/p>\n

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3. Booking<\/strong><\/h3>\n

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Die Buchung selbst ist heute auch ein Online-Prozess<\/strong>. G\u00e4ste wollen den besten Deal<\/strong>, das ist Fakt. Viele Reisende suchen bewusst nach dem besten Angebot und buchen idealerweise direkt \u00fcber die Hotel-Homepage oder dann \u00fcber eine Online Travel Agency (OTA). Eine Studie<\/a> zeigt, dass im Jahr 2022 68 % aller Reise- und Tourismusverk\u00e4ufe online get\u00e4tigt wurden.<\/strong><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row custom_padding_last_edited=”on|desktop” _builder_version=”4.16″ custom_margin=”20px||0px||false|false” custom_margin_tablet=”0px||||false|false” custom_margin_phone=”0px||||false|false” custom_margin_last_edited=”on|desktop” custom_padding=”0px||0px||true” custom_padding_tablet=”0px||0px||false” custom_padding_phone=”” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text admin_label=”Experiencing” _builder_version=”4.16″ text_font_size=”16px” header_3_font=”Century Gothic Regular||||||||” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|desktop” header_font_tablet=”” header_font_phone=”” header_font_last_edited=”on|phone” header_2_font_size_tablet=”” header_2_font_size_phone=”25px” header_2_font_size_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n

4. Experiencing<\/strong><\/h3>\n

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Bei dieser Stufe werden Reisende zu G\u00e4sten<\/strong> – Sie checken ins Hotel ein. Der Aufenthalt selbst ist dann auch die einzige Stufe, welche offline ist.<\/strong> Trotzdem gibt es auch hier eine starke Verbindung zur Online-Welt.<\/p>\n

Zuerst muss man sicherstellen, dass ein Gast sich in seiner Wahl f\u00fcr das Hotel best\u00e4tigt f\u00fchlt und somit die “Versprechen” welche online gemacht wurden<\/strong>, vor Ort auch eingel\u00f6st werden k\u00f6nnen, ja m\u00fcssen. Wenn Sie dann Ihren Gast w\u00e4hrend des Besuchs beeindrucken<\/strong>, oder sogar positive \u00fcberraschen, k\u00f6nnen, ist die Chance extrem gross, dass er seine Erfahrung auch online teilt.<\/p>\n

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5. Sharing<\/strong><\/h3>\n

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Selbst wenn Sie als Hotel keine aktive Pr\u00e4senz, ausser der Homepage, online pflegen, sprechen Ihre G\u00e4ste \u00fcber Sie<\/strong>. Um auf dem Laufenden zu bleiben, was \u00fcber Sie geschrieben wird und allenfalls darauf reagieren zu k\u00f6nnen, ist heute eine aktive Pflege von Social Media<\/strong> (u. a. Facebook) und Bewertungsportalen<\/strong> (u. a. TripAdvisor, Google, yelp) unabdingbar.<\/p>\n

W\u00e4hrend eines Aufenthalts, oder sp\u00e4testens beim Check-Out, ist es \u00fcbrigens von Vorteil die G\u00e4ste auf die Bewertungsseiten und Social Media Pages hinzuweisen<\/strong>, damit diese ihren Content ans richtige Ort posten. Mehr positiver Content<\/strong> hilft Ihnen so \u00fcbrigens auch im Brandbuilding<\/strong> und Ihrem Google-Ranking<\/strong>, was beides zu mehr Direktbuchungen<\/strong> f\u00fchrt.<\/p>\n

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“Online Reputation Management ist f\u00fcr alle Hotels ein zentraler Faktor, da 4 von 5 Stufen des Reisens online stattfinden.\u201d<\/p>\n

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Best Practice f\u00fcr\u00a0<\/strong>Online-Reviews, SEO und Social Media<\/strong><\/h2>\n

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Online-Reviews<\/h2>\n

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F\u00fcr Hotels dienen Online-Reviews als Instrument um die Kundenzufriedenheit zu messen<\/strong>, als Marketingtool<\/strong> um das Hotel noch besser zu vermarkten und die ganze Customer-Experience<\/strong> zu verbessern. Was kann also schlimmer sein, als negative Bewertungen? Keine Bewertungen! Reisende z\u00f6gern n\u00e4mlich eine Unterkunft zu buchen, welche keine und oder nur wenige Reviews hat. Seien Sie also proaktiv und stellen Sie sicher, dass Sie gen\u00fcgend, gute und authentische Bewertungen erhalten.<\/p>\n

Eine Studie von\u00a0BrightLocal<\/a>\u00a0zeigt, dass 7 von 10 G\u00e4sten eine Review schrieben<\/strong>, nachdem man sie gefragt hat.<\/p>\n

Unsere Daten zeigen auch klar auf, dass G\u00e4ste vor allem eine Bewertung dann schreiben, wenn Ihr Aufenthalt entweder sehr negativ (1 Stern) oder absolut fantastisch war (5 Sterne). Wenn Sie also sicherstellen, dass Sie Ihre G\u00e4ste positiv \u00fcberraschen k\u00f6nnen, wird es viel einfacher, dass diese \u00fcber Sie schreiben.<\/p>\n

Positive Bewertungen verbessern nicht nur den Ruf, Ihre Online-Reputation, Ihres Hotels, Sie verbessern<\/strong> auch Ihr Suchresultat<\/strong> auf Bewertungsportalen<\/strong> wie TripAdvisor oder bei Suchmaschinen<\/strong> wie Google.<\/p>\n

Ausserdem ist es ein durchaus probates Mittel\u00a0gute Reviews auf Social Media zu posten,<\/strong> um G\u00e4ste eben auch schon fr\u00fch in der Dreaming- oder Planningphase<\/strong> auf Ihr Hotel aufmerksam zu machen.<\/p>\n

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Wir empfehlen dazu den Artikel: “Erhalten Sie mehr Online-Bewertungen”<\/a>.<\/strong><\/p>\n

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To Do’s beim \u00dcberwachen von Online-Reviews<\/h2>\n

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Gem\u00e4ss einer Studie von\u00a0TripAdvisor <\/a>treibt noch ein weiterer Faktor das Engagement mit k\u00fcnftigen G\u00e4sten, n\u00e4mlich dann, wenn Sie auf Reviews antworten<\/strong>. 77% Ihrer potentiellen G\u00e4ste buchen eher ein Hotel, das personalisierte Antworten auf Online-Bewertungen schreibt.\u00a0<\/p>\n

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Einfache und umsetzbare Tipps sowie Vorlagen zum Antworten finden Sie in unserem:\u00a0<\/strong>Ultimate Guide to Online Reviews<\/a>.<\/p>\n

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Ein klassischer Fehler<\/strong>, den viele Hotels beim \u00dcberwachen von Online-Bewertungen machen, ist, nicht nach Mustern Ausschau zu halten.<\/strong> Klar sind G\u00e4stefeedbacks und die Wortwahl subjektiv und individuell. Nichtsdestotrotz gibt es sehr oft \u00c4hnlichkeiten bei den Feedbacks.<\/p>\n

yelp zum Beispiel highlighted W\u00f6rter und S\u00e4tze, die immer wieder vorkommen und wiederholt werden. Google auf der anderen Seite zeigt sogenannte Snippets, also aggregierte Feedbacks zu Kategorien wie “Zimmer”, “Location” oder\u00a0\u201cService & Facilities\u201d.<\/p>\n

Der einfachste Weg jedoch ist mithilfe eines Systems\/Software alle seine Reviews zu sammeln und analysieren<\/strong> (zu lassen). So haben Sie nicht nur alle Daten an einem Ort um diese plattform\u00fcbergreifend zu vergleichen, sondern brauchen auch nur ein Login.<\/p>\n

Hier ist ein Beispiel, wie man in der App von re:spondelligent<\/strong> Muster findet:<\/p>\n

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Die smarte Filter- und Suchfunktion in unserer Software gibt Ihnen die M\u00f6glichkeit, Muster zu entdecken und so aus einem Datenpunkt einen Insight zu generieren.\u00a0<\/strong><\/p>\n

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SEO<\/h2>\n

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Gem\u00e4ss einem Blogeintrag von Google selbst<\/a>, wird das Ranking eines Hotels auf Local Search und Google Maps durch die Anzahl Reviews und deren Rating beeinflusst<\/strong>.<\/p>\n

Das gilt \u00fcbrigens nicht nur f\u00fcr Reviews auf Google selbst, sondern allen relevanten Bewertungsportalen und Social Media Seiten. Wenn G\u00e4ste Ihre (positive) Erfahrung auf relevanten Seiten im Netz teilen, wird das von Google gesehen und gewertet. Ein klarer Wettbewerbsvorteil in der heutigen Zeit von Mobile-First!<\/p>\n

Um ihr SEO mit Hilfe Ihrer Online-Reputation zu verbessern, braucht es also:<\/p>\n

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    \n
  1. Positiven Content generiert von Ihren eigenen Hotelg\u00e4sten.<\/strong> Wenn man n\u00e4mlich mehr positiven und authentischen Content hat, wird dieser vor dem negativen angezeigt.Stellen Sie zudem sicher, dass Sie alle Reviews beantworten – positiv wie negativ. Das zeigt allen, dass bei Ihnen G\u00e4stezufriedenheit gelebt wird.<\/li>\n
  2. Seien Sie aktiv auf Social Media,<\/strong> das hat eine grosse SEO-Power. Guter Content auf relevanten Kan\u00e4len gepostet, erreicht schnell gute Rankings bei Suchmaschinen.Stellen Sie auch sicher bei den Posts zu Ihrem Hotel zur\u00fcck zu linken, damit Sie den Traffic auf Ihre eigene Webseite erh\u00f6hen und so noch besser kontrollieren k\u00f6nnen, was potentielle G\u00e4ste sehen.<\/li>\n<\/ol>\n

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    “Positive Reviews, guter Content auf Ihrer Webseite und Aktivit\u00e4ten auf Social Media sind die S\u00e4ulen Ihres SEO-Erfolgs.\u201d<\/p>\n

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    Social Media<\/h2>\n

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    Verglichen mit Bewertungsseiten wie TripAdvisor, sind\u00a0Social Network Seiten sehr oft \u00fcberladen<\/strong> mit Infos, Daten und auch Werbung – deshalb sind sie weniger gut geeignet um dezidiertes G\u00e4stefeedback<\/strong> zu sammeln. Trotzdem sind nat\u00fcrlich Seiten wie Facebook oder auch Instagram extrem wichtig und k\u00f6nnen nicht ignoriert werden.<\/p>\n

    Viele Reisende schreiben zum Beispiel (An-)Fragen oder auch Beschwerden direkt via Facebook<\/strong> und erwarten dabei eine sehr schnelle Reaktionszeit<\/strong> (min. innerhalb von 24 Stunden).<\/p>\n

    Social Media kann aber vor allem super verwendet werden um eigenen Content zu pushen<\/strong> – also um Neuigkeiten, Promotionen oder tolle Geschichten zu verbreiten. Hotels sind n\u00e4mlich eine unersch\u00f6pfliche Quelle von einmaligen Geschichten<\/strong> und genau diese sind es, welche Nutzer von Social Media am liebsten lesen\/sehen. Denken Sie auch daran, dass diese Geschichten in der Dreaming- und Planningphase von grosser Relevanz sind f\u00fcr den Entscheidungsprozess von potentiellen G\u00e4sten.<\/p>\n

    Ausserdem auch hier: wenn der Content gut ist, ist die Chance gross, dass User den teilen und auf Ihre Homepage gehen; so k\u00f6nnen Sie sogar Direktbuchungen aktiv beeinflussen<\/strong>.<\/p>\n

    Wenn Sie Geschichten von Ihrem Hotel auf den sozialen Netzwerken posten, highlighten Sie nicht nur Ihre tollen Features und Vorteile, sondern suchen Sie auch nach emotionalen Geschichten<\/strong>, zum Beispiel in Verbindung mit Ihren G\u00e4sten. So sind es dann auch vor allem Bilder und Videos<\/strong> die am meisten Beachtung finden.<\/p>\n

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    Um also das Beste aus seiner eigenen Online-Reputation zu machen ist es zentral, dass das G\u00e4stefeedback auf allen relevanten Kan\u00e4len \u00fcberwacht und in die t\u00e4gliche Arbeit eingebaut wird.<\/strong> Es reicht also nicht, dass man Online-Bewertungen “nur” liest und beantwortet, sondern man muss Sie auch analysieren und das Online-Feedback in die Offline-Welt transportieren.<\/strong><\/p>\n

    Teilen Sie ausserdem dieses Feedback mit Ihrem Team<\/strong> und stellen Sie sicher, dass Probleme erkannt werden (d\u00fcrfen) und dann auch Verbesserungen folgen. Online-Reviews sollten Ihr Team motivieren und sicherstellen, dass eine “stetige Verbesserung” nicht nur leere Worte sind.<\/p>\n

    re:spondelligent<\/strong>\u00a0gibt Ihnen ein Tool um G\u00e4stefeedbacks zu aggregieren und analysieren. Mit smarten Antworten und neuen G\u00e4steinsights k\u00f6nnen Sie Ihre Kommunikation und den Aufenthalt Ihrer G\u00e4ste verbessern.<\/p>\n

    [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|desktop” _builder_version=”4.16″ custom_padding=”25px||25px||true” custom_padding_tablet=”0px||0px||true” custom_padding_phone=”” locked=”off” global_colors_info=”{}”][et_pb_row padding_mobile=”off” column_padding_mobile=”on” disabled_on=”off|off|off” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” max_width=”780px” custom_margin_tablet=”20px||||false|false” custom_margin_phone=”20px||||false|false” custom_margin_last_edited=”on|tablet” use_custom_width=”on” custom_width_px=”780px” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_cta title=”Testen Sie unsere Hotel Review Management L\u00f6sung” button_url=”https:\/\/app.respondelligent.com\/register” button_text=”GRATIS TEST” _builder_version=”4.16″ header_font=”Century Gothic Bold|700|||||||” header_text_color=”#ffffff” header_line_height=”1.3em” body_font=”Century Gothic Bold||||||||” body_text_color=”#ffffff” body_font_size=”18px” body_line_height=”1.3em” background_color=”#00B0DC” background_enable_image=”off” custom_button=”on” button_text_color=”#ffffff” button_bg_color=”#fac405″ button_border_color=”#fac405″ header_font_size_tablet=”” header_font_size_phone=”25px” header_font_size_last_edited=”on|desktop” body_font_size_tablet=”18px” body_font_size_phone=”16px” body_font_size_last_edited=”on|phone” global_colors_info=”{}” button_text_size__hover_enabled=”off” button_text_size__hover=”null” button_one_text_size__hover_enabled=”off” button_one_text_size__hover=”null” button_two_text_size__hover_enabled=”off” button_two_text_size__hover=”null” button_text_color__hover_enabled=”off” button_text_color__hover=”null” button_one_text_color__hover_enabled=”off” button_one_text_color__hover=”null” button_two_text_color__hover_enabled=”off” button_two_text_color__hover=”null” button_border_width__hover_enabled=”off” button_border_width__hover=”null” button_one_border_width__hover_enabled=”off” button_one_border_width__hover=”null” button_two_border_width__hover_enabled=”off” button_two_border_width__hover=”null” button_border_color__hover_enabled=”off” button_border_color__hover=”null” button_one_border_color__hover_enabled=”off” button_one_border_color__hover=”null” button_two_border_color__hover_enabled=”off” button_two_border_color__hover=”null” button_border_radius__hover_enabled=”off” button_border_radius__hover=”null” button_one_border_radius__hover_enabled=”off” button_one_border_radius__hover=”null” button_two_border_radius__hover_enabled=”off” button_two_border_radius__hover=”null” button_letter_spacing__hover_enabled=”off” button_letter_spacing__hover=”null” button_one_letter_spacing__hover_enabled=”off” button_one_letter_spacing__hover=”null” button_two_letter_spacing__hover_enabled=”off” button_two_letter_spacing__hover=”null” button_bg_color__hover_enabled=”off” button_bg_color__hover=”null” button_one_bg_color__hover_enabled=”off” button_one_bg_color__hover=”null” button_two_bg_color__hover_enabled=”off” button_two_bg_color__hover=”null”]<\/p>\n

    1 Monat gratis. Keine Kreditkarte n\u00f6tig.<\/p>\n

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