Did you know what online reputation is? I suppose most of you have looked it up on Wikipedia, but do you really know how these techniques are applied to the golf industry and hospitality?
A Concept that Has Evolved over Time
Well, let’s start by speaking clearly. I remember when this term sounded like something strange and when it was mentioned in public, many laughed at it. We are talking about 10 years ago, when the online world was still something that belonged to the universe of “geeks”.
Today, online reputation is not only important for brands or people, but there are professionals specialized in managing and optimizing the digital image of companies, professional profiles, and businesses. Everything registered on the web can influence positively or negatively the perception of a service or product.
Online Reputation in the Hotel Sector
It is easier to understand the importance of online reputation when we talk about the hotel sector. Currently, we use tools like TripAdvisor, which collect customer reviews on key aspects such as:
- Quality
- Service
- Price
How Does Online Reputation Affect Revenue?
A study by Cornell University analyzed the relationship between online reputation and revenue volume. It found that a 2-point difference in the rating of a hotel establishment can increase its revenue by 11%.
Other key data from the study:
- 81% of tourists consider online reputation before booking a hotel.
- 49% of travelers would not book a hotel with bad reviews.
Where Do Tourists Look for Information?
Tourists use multiple platforms before making a reservation:
- Search engines – 64%
- Hotel websites – 56%
- Booking channels – 51%
- Airline websites – 50%
- Map sites – 49%
- Reputation portals – 39%
- Destination sites – 36%
- Car rental websites – 36%
- Social networks – 26%
- Video portals – 24%
- Guide websites – 22%
- Discount sites – 20%
- Cruise line websites – 19%
In addition, travelers conduct an average of 9 searches and visit 22 web pages before making a purchasing decision. These figures demonstrate the great impact of online reputation in the leisure, restaurant, and hospitality sectors.
And the Golf Industry?
Golf courses and resorts are also exposed to online reputation. Although there are no studies as detailed as in the hotel industry, more and more customers share their opinions on digital platforms.
The most used media to evaluate golf courses include:
- Specialized golf tour operators
- Specialized golf guides
- Sports federation websites
- Specialized golf agencies
- Golf course reputation portals
- Websites of the courses themselves
The Importance of Reputation in Golf
If in the hotel industry improving two points in online reputation means 11% more revenue, in golf courses the impact could be similar.
Ensuring a good digital reputation can make the difference between a successful golf course and one that loses customers due to bad reviews.
Do You Manage the Online Reputation of Your Golf Course?
If you don’t do it yet, perhaps it is time to optimize your digital presence and improve the customer experience to boost the profitability of your business.
What strategies do you use to improve the online reputation of your establishment?
Sources: Antonio Gómez Cava & HQ Plus
Photo: edgadyaponte.net
