Online reputation & feedback management
An online reputation or review management system aggregates all guest reviews and ratings for a hotel from multiple online sources and allows hoteliers to manage, benchmark, analyze and respond to these reviews in one place. Especially for managing multi-property reviews centrally a review management system is helpful. These systems also support semantic text analysis, providing valuable insights enabling hotels to prioritise important issues or identify positive aspects by keywords. Depending on each tool, functionalities can be solely centered around the analysis of reviews or can also participate in increased review and feedback collection by providing surveying features. The distinction between feedback and reviews lies in the fact that feedback is mainly for internal use at the hotel gathering in-stay feedback to avoid potential public negative reviews. Reviews on the other hand, are the fact of driving additional traffic to public sites through a tripadvisor review collection partner for example.