4C Hotels increases direct bookings by 5% managing guest reviews

4C Hotels increases direct bookings by 5% managing guest reviews

4C Hotels has seen its brand website bookings increase nearly 5% and its TripAdvisor ranking jump from 465 to 434 in the past six months since installing RTReview, a guest review management tool.

Guest reviews have enabled 4C Hotels to better understand its market position by comparing services, special offers and promotions against competitors and to adjust the revenue strategy accordingly. Prior to the installation of RTReview, by RateTiger, 4C Hotels only monitored its key guest feedback portals including TripAdvisor and Qype. However within weeks the hotel group noticed that its properties were receiving significant feedback across other bookings sites including Holidaycheck, Yelp, Trivago and several other websites previously not monitored.

“Reviews have helped us to understand more about our guests and to improve our offering to meet their needs’’ said Amber Virani, Sales & Marketing Manager, 4C Hotels. “When we see a negative review, we carry out a proper investigation and respond quickly and efficiently to our guest which has enabled us to get even closer to our guests.”

With so many social channels it was impossible to manually search and manage all review sites. “RTReview has given us a wonderful way to measure our online presence and knowledge of how we can stay ahead of our competitors. It helps us to quickly and easily analyse guest feedback from online reviews so we can understand where there’s a room to improve.  We are now offering more promotions, special offers and implementing more marketing initiatives that seems to be of greater interest to our guests.”

4C Hotels installed RTReview from RateTiger in December 2011 that consolidates all guest feedback into a single interface for better management and is now monitoring over 60 guest review portals including Facebook and Twitter.

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Review portals have received a lot of negative press due to the quality of feedback from guests and their potential fraudulent nature, however 4C Hotels proves that proactive management of these portals can deliver revenue and bookings results.