As the year ends, hotels must reflect on their online presence and reputation. A well-executed audit can reveal what guests love about your property, where there’s room for improvement, and how to use social media to enhance your online reputation further. This is not just a yearly housekeeping task; it’s an important opportunity to fine-tune your approach, realign with guest expectations, and set your property up for a successful 2025. Use the steps below to get started and make next year your property’s best year yet. 

Step 1: Reflect on Guest Sentiment

The first step to improving your online reputation is understanding what guests think about your property. Check out your reviews on OTA platforms and look for recurring themes in feedback, both positive and negative.

• Celebrate What’s Working:
  Are guests raving about your rooftop views, breakfast spread, or the friendliness of your staff? These highlights are your property’s strengths and should be celebrated on social media and marketing materials. Consider creating posts around these features to amplify them further.
• Address Areas for Improvement:
  Are there consistent complaints about your pool hours, lack of amenities, or shuttle service? These are growth opportunities. Use social media to clarify guest expectations or promote upgrades you’ve made in response to feedback. For example, if limited pool hours have been a sore point, announce extended hours on Instagram with a post.

For a streamlined approach, consider utilizing tools like the Travel Media Group Guest Experience Snapshot. This powerful tool analyzes guest feedback from specific date ranges to pinpoint what people love about your property and what could be improved. It provides a bird’s-eye view of your reputation, with general opportunities to enhance your guest experience.

Step 2: Evaluate Your Social Media Presence

Social media is one of, if not the most influential, platforms for building and maintaining your hotel’s reputation. As you review your social profiles, ask yourself:

• Are You Showcasing What Guests Love About Your Property?
  Use guest feedback to inspire posts. For instance, if your rooftop bar is frequently praised, feature it on your social channels. Pair engaging visuals with captions that highlight the unique experiences your property offers.
• Are You Engaging With Followers?
  Responding to comments, reviews, and direct messages is a powerful way to show guests that you hear their feedback. Personalized engagement creates a positive impression, fostering trust and loyalty among your audience.
• Are You Staying Active and Consistent?
  An inactive profile can harm your reputation. Keep your audience engaged with regular posts, even during slower seasons. Share behind-the-scenes glimpses, staff spotlights, or seasonal promotions to keep your property in mind for travelers.

Pro Tip: Audit your analytics to identify which types of posts perform best. Understanding which content resonates most with your audience allows you to double down on what works. Check out our recent webinar for tips on conducting a social media audit.

Step 3: Use Social Media to Bolster Your Reputation

Your social media content and your online reputation go hand in hand. Here are some ways to align the two:

• Turn Reviews Into Stories:
  Turn positive reviews into shareable social content. Create graphics for Instagram Stories or carousel posts featuring quotes from guests. Pair these with photos of the experiences they’re praising (pool, spa, or dining options).
• Celebrate Your Team:
  If reviews often highlight the friendliness or professionalism of your staff, make them the star of your social channels. Share behind-the-scenes content, employee spotlights, or team celebrations. Humanizing your brand helps guests connect on a more personal level.
• Show You Care:
  Never underestimate the power of a heartfelt response. Respond to both great reviews and constructive criticism with grace and thought-outness. Demonstrate how you’re addressing feedback to enhance future stays through your content.

Step 4: Set Goals for 2025

Your audit findings should serve as a roadmap for the upcoming year. Use these insights to set clear, actionable goals for your strategy.

Combine your audit insights with tools like the TMG Guest Experience Snapshot to develop a strategy that resonates with your audience. Setting measurable goals lets you track progress and celebrate wins throughout the year.

Let Us Help You!

Ready to start preparing for 2025? At Travel Media Group, we specialize in solutions that elevate your online presence. From review responses to social media management, we’re here to help your property excel.

Take the first step before the year ends. Your guests (and your future bookings) will thank you.