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Hotel traveller review websites

Checking the hotel reviews on sites such as TripAdvisor is becoming normal practice when travelling for leisure.

But what happens when this type of social media is brought into the business travel space, and should buyers be paying attention to traveller review platforms?

Social media is increasingly being recognised for its ability to help with negotiations and improve the traveller experience.

According to Travellers’ Road to Decision conducted by Google and IPSOS OTX Media, 1 in 3 business travellers already post reviews online of properties they stay at and 57% enjoy reading about other travellers’ experiences.

What are the benefits of traveller review tools?

Increased negotiating power: feedback from travellers on certain hotels will give leverage when making deals.
Increased compliance: with more than 50% of travel managers planning to mandate the use of preferred hotels in 2013, corporate hotel review sites can channel travellers towards booking with preferred hotels (and stop leakage from travellers booking outside the programme).
Enhanced traveller experience: as travellers will choose and book their hotel based on trusted reviews from colleagues who understand their needs (eg being near the office or next to a good restaurant).

Tips for managing social media tools

Traveller review sites are about knowledge, communication and managing a policy in a positive way. Here are a few tips for managing social media tools:

• Social media works because people can express their honest opinions freely without censorship. Peer reviews carry more conviction than those posted by the supplier or even by a travel manager.
• Be aware of what travellers are posting and make sure you respond to any negative feedback. Most people want what is best for their company, so feedback should be excellent data to use for your negotiations, and ultimately for the benefit of the traveller.
• Start thinking of the traveller as the consumer. A corporate solution still needs to be user-friendly, and this will help improve the communication and the programme.

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