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Feefo – how hotels can increase bookings using customer feedback

Guest Author

Yesterday, one of our partner organisations ran a very useful webinar aimed at our hotel customers. I thought I’d do a quick summary of what was covered.

Feefo helps brands to gather reviews from customers, which can then be used to attract new guests. The webinar was about how hotels can increase their visibility online and how they can use customer feedback to their benefit.

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Matt, Feefo Sales Director, began by introducing himself and gave some interesting statistics about why reviews can be so important to a hotel:
  • 83% of all holiday shoppers are influenced by customer reviews
  • When deciding between two companies, 65% of people say that seeing a managers response to a review would sway them to the responding hotel

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One of the major benefits of Feefo is that they can guarantee that all reviews are from genuine customers. Potential guests won’t question the validity of a review if they know that the person who actually wrote it did indeed visit the hotel and are therefore giving a true representation. Feefo emails customers after they've visited the hotel, asking them to provide a review, rather than the guests publishing reviews on independent websites, such as Tripadvisor.

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Customers are then led to a feedback form which takes just 15 seconds to complete. Feefo don’t offer an average rating when customers come to review their stay, as they believe that by removing this people have no choice but to get off the fence and admit whether their stay was good or bad.

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Other benefits discussed include:
  • Improve on-site conversions
  • Stop customers searching elsewhere for reviews, by posting them on the hotels site
  • Allow hotel managers to respond to any comments they wish
  • Generate Seller Ratings in your Google ads with gold stars
  • Access business intelligence about the performance of the hotel as a whole
  • Feefo is integrated with Oracle Hospitality OPERA
Feefo also helps you to achieve Google gold stars, another form of customer rating that will be visible on your PPC ads. Current Feefo customers have seen a 17% increase in click-through on their ads thanks to the stars. With a minimum of 30 reviews and an average rating of 75%, Google stars will automatically appear under the hotel – it’s as simple as that.

This increase in traffic has seen hotels receive a higher quality score, which has allowed Feefo’s clients to achieve 5%-20% decrease in their PPC expenditure.

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The webinar then went on to discuss how Feefo recognises that every hotel is different, and therefore Feefo offers different ways of presenting customers reviews. Below are two hotels that use Feefo but has very different ways of displaying their data. Feefo is able to adapt the display of reviews to any hotels individual needs.

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Matt explained that Google likes seeing new user generated content on a hotel’s website, which means that the reviews encourage Google spiders to come back to the hotel’s site and in turn improve their SEO.

Another added benefit was that Feefo have an app on Facebook.

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A link will be shown on the hotels website so that customers searching for the hotel on Facebook can read genuine customer reviews straight away.

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To end the webinar Matt discussed how easy it is to set Feefo up, with set up taking 48 hours. The three steps:
  • Sign Feefo’s standard agreement
  • Switch on OPERA integration, which sends Feefo the hotels booking data
  • Integrate reviews to the hotels website
Then sit back and enjoy increased site traffic and sales!

The webinar was really interesting and gave real insights into the benefits of customer reviews and how Feefo stands out from its competitors. Feefo provides a review system that is quick, easy, and hassle free, with the biggest bonus being the added certainty that all reviews are from people that genuinely visited the hotel.

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