It's been previously underlined in this blog how companies need to remain transparent with their customers. Being honest and staying available to answer inquiries is crucial in keeping consumers in the loop on the day-to-day occurrences.
According to a recent Los Angeles Times article, several hotels have started a new initiative, ensuring that their customers are well-aware of what other individuals think of the venue. Hotels have started to supply links on their websites to reviews from TripAdvisor and other travel sites.
Best Western International, Starwood Hotels & Resorts Worldwide Inc. and Wyndam Hotel Group have all started linking their pages to guest reviews. Included in those groups are Ramada, Sheraton and Westin.
"Most of the reviews we see out there are positive," Michael Morton, vice president of member services at Best Western told the news source. "If negative reviews come up, we respond. It's another way for our hotels to show our priorities."
Additionally, Best Western officials told the Times that they are responding to the posts with messages on TripAdvisor from management, showing customers that they are committed to making any necessary changes to improve their stay in the future.
Neha Singh, an assistant professor at the Collins College of Hospitality Management at Cal Poly Pomona said that while hotels do run the risk of losing customers from negative reviews, there's still an upside – even with less than favorable remarks.
Essentially, Singh said that transparency is a huge benefit, and that it shows customers that the business feels it has nothing to hide.
Another way that businesses and organizations can offer transparency to their customers is by pairing with a third-party answering service. A representative can be reached 24/7 through phone, email or text messages. Whatever concern or inquiry a consumer has will be answered in a professional, courteous and helpful manner.