A reputation study reveals that the consumer’s journey in the hotel industry is
LIVERPOOL, UK, September 28, 2021 (GLOBE NEWSWIRE) – An exclusive study by CGA, world leader in data, research and insights consulting for the out-of-home leisure market, mandated in partnership with Reputation, the global leader in reputation experience management (RXM), has discovered that digital reputation plays a central role in the customer journey for out-of-home leisure activities such as eating and drinking in bars, restaurants and pubs.
The study included information from 2,000 nationally representative consumers who visit a bar, restaurant, pub or hotel once every six months. He revealed that consumers trust digital tools and online reputation before, during and after their visit. At the start of the consumer’s journey, a location’s website, Google, and Facebook are the most popular channels for discovering, booking, and confirming COVID-19 security measures. At the same time, social media platforms, as well as rating and review sites like TripAdvisor, are more commonly used during and after the visit.
The study takes a look at what consumers expect from a brand’s online presence, revealing the ten most important pieces of information for consumers on the digital journey, including:
- Price scale
- Opening hours
- Location / route
- How to make a reservation
- Discounts and promotions
- Check if a place is currently open
- COVID-19 security measures
- Images and videos of dishes and drinks served
“Digital channels have kept consumers and businesses connected over the past eighteen months. Today, as businesses reopen their doors and consumers engage in more leisure activities, we see that these same platforms provide a wealth of information that improves the customer experience, ”says Anthony Gaskell, Managing Director EMEA of Reputation, “The hospitality industry is competitive. . Brands can stand out by making sure their website, Google listings, review sites, and social media profiles are accurate and engaging. Tools like Reputation can help manage all of this information efficiently so hospitality managers can focus on delivering a great experience.
The study also looked at the role reviews play in the customer journey, finding that nearly half of all consumers search for reviews (48%) on TripAdvisor, which is ahead of Google (34%) and the website of TripAdvisor. ‘a place (27%). However, brands focused on younger consumers should focus on Google, as TripAdvisor is more popular with consumers aged 55 or older.
Businesses focused on young adults should know that reviews are a critical part of the eating and drinking experience, with over a third (38%) leaving a review most of the time they eat. Yet their comments are scattered across all channels, with a greater emphasis on social media platforms. In fact, more than half of 18-34 year olds say they are much more likely to visit a place if they see someone they know post about it on social media, and two-thirds (67 %) are more likely to go if the food or drink images look good on these platforms.
Andy Dean, CGA Client Director, adds, “The pandemic has dramatically accelerated the use of technology in the hospitality industry, and consumers and businesses have become much more confident in their use to engage with each other. For all brands, understanding exactly how, where and when customers want to connect, and responding quickly and constructively to all the feedback they receive, will be critical parts of reputation and marketing strategies in 2022 and beyond. of the. “
To build and enhance digital reputation in the hospitality industry, hospitality industry executives must deploy a strategy of specific tactics across a variety of touchpoints, including:
- Request for review
- Respond to reviews
- Social media management
- Managing Google My Business (GMB)
- Act on returns
Interested in learning more about how to create a hospitality customer experience strategy? Please visit Reputation.com.
Reputation (formerly Reputation.com), creator of the Reputation Experience Management category, is changing the way companies collect and use customer feedback to inform decision-making and improve customer experience programs (CX ). Reputation’s action-to-action platform converts vast amounts of solicited and unsolicited feedback data into normative information that businesses use to learn and grow. Thousands of global organizations rely on the patented algorithms behind Reputation Score X ™ to provide a reliable index of brand performance to drive targeted business improvements. Backed by Bessemer Ventures and Kleiner Perkins, and trusted by more than 250 integration partners, including Google, Facebook, Salesforce, JD Power, Amazon and Web.com, Reputation turns comments into growth. Visit reputation.com to learn more.
CGA is the On Premise measurement, analysis and research consultancy that empowers the world’s most successful food and beverage brands. With over 30 years of experience and leading research, data and analysis, CGA is uniquely positioned to help on-premise businesses develop winning growth strategies. CGA works with food and beverage suppliers, consumer brand owners, wholesalers, government entities, and pub, bar and restaurant retailers to protect and shape the future of the onsite experience. Its mission is to use phenomenal data and expert insight to give brands a competitive edge and ensure the market we love is as dynamic as possible. Visit cgastrategy.com to learn more.
Tilburstow Media Partners