At this point in time, it’s safe to say that cleanliness is and will be the word of the day for many days to come. In the travel and hospitality industry, things are shifting and transforming at a very rapid pace and the traveler behavior is one of the most poignant and impactful changes. Meeting traveler expectations has been the top priority of hotels and third- party channels even before the crisis, however, those expectations are now significantly enhanced by the need (not want) for a clean and safe environment.
Traveling in the current scene is definitely tricky – along with pressing health concerns, many questions arise in the minds of travelers. Will I be safe? Is the hotel that I’m booking prioritizing cleanliness? Are they taking enough sanitation measures? All of these questions need to have a clear answer in order for the post-COVID-19 traveler to confidently go through with a booking.
Hotels as well as OTAs, travel management companies, or destinations, have the same responsibility, the one of ensuring trust in today’s key hotel categories: cleanliness, health, and safety. While this might not sound like a difficult task and, in general, all the safety measures are being taken care of by the hotel management, communicating the end result to travelers can pose a challenge. Especially when it comes to third party channels, that have no direct control over the internal operations of the listed hotels, ensuring travelers that they are making the right choice when choosing to book an accommodation is a rather sensitive matter.
By now, it has become clear that the 21st-century traveler bases a great part of their booking decisions on guest reviews. While exploring a hotel’s website, offers, and images are what draws visitors in, it is ultimately the opinion of former guests, who have actually experienced a stay at said hotel, that impacts the booking decision. But with so many options out there and such a limited time, travelers prefer summarized review content, in order to get a clear overall picture of a hotel’s reputation in a timely and effective manner.
OTAs and other booking platforms are successfully using review widgets in order to guide travelers’ booking decisions in the easiest way possible. Widgets like scores, the Meta-Review, or badges make a great impression on the website visitors, enabling them to consume vital information in a quick and visually appealing way. Now more than ever, apart from categories that tackle the quality of the rooms, the location, the staff, or the food, the need for insurance of cleanliness has risen among travelers.
At TrustYou, we want to make sure that hotels and booking platforms alike have the best means of guiding travelers in their booking journey. This is why OTAs, travel management companies, and other third parties that are using the TrustYou Review Marketing widgets have the option of leveraging our semantic analysis in order to highlight certain categories that previous guests have rated in their online reviews. As a booking platform, the biggest challenge is to create the best possible match between travelers and accommodation providers. In these trying times, it’s crucial to remember that, although personalization of the booking journey is still a top priority, there is one thing that all travelers currently have in common: the need for safety and a clean, sanitized hotel environment.
Room cleanliness is one of the most impactful hotel review categories that is highlighted by the TrustYou semantic analysis and especially now, it poses a particularly high significance for travelers. It’s important to anticipate users’ interest in this category and enable them to filter their search by what matters most to them. By using the cleanliness review category and allowing travelers to personalize their booking journey, booking platforms ensure that they keep up with rising demands for cleanliness and hygiene and help travelers make the best decision.
If you are looking for more information and insightful advice on how to push through the crisis and prepare for recovery, check out our exciting Recovery Race campaign!
Laura is a passionate bookworm and a gifted writer. Since joining TrustYou’s marketing team, she has embraced topics in the travel and hospitality sector with enthusiasm. Using her degree in Journalism, Laura creatively weaves words into insightful stories with a focus on reputation management.
TrustYou, the world’s largest guest feedback platform, empowers hotels with solutions to drive more bookings and improve their hotel product. Through each phase of the guest journey, hotels can utilize guest feedback to enhance review marketing and achieve operational excellence. Guest feedback influences 95% of booking decisions. TrustYou Meta-Review, which incorporates hundreds of millions of hotel reviews, surveys, and social posts for over 500,000 hotels worldwide, powers guest reviews on dozens of travel sites, including Google, Kayak, and Hotels.com.* These reviews also generate actionable insights for hotels to improve their presence along each step of the guest journey, from booking and pre-stay search queries, to real-time guest requests and messages, to post-stay feedback in the form of survey responses and reviews. Through the TrustYou partner program, PMS, CRM, IBE and other hotel software providers can integrate TrustYou’s guest feedback platform into their products to help their hotel clients positively influence bookings and revenue.
Find more information on TrustYou and the guest feedback platform on www.trustyou.com.
*TrustYou Meta-Reviews only contain verified reviews and do not include reviews from TripAdvisor
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