AppATrip, a mobile application wholly-owned by Coeus Solutions, has introduced a new tool, EasyReview, that allows hotels to collect and manage their guest reviews and act accordingly to manage their online reputation.
The tool is available for the smartphone and tablet version of AppATrip and as a web application on hotel websites.
Hotels can preset their questions for review by guests and then check the reviews before publishing and exporting to Google.
Besides text reviews and star ratings, the tool has the ability to collect customer feedback through videos.
The integrated video review feature allows hotels to produce user-generated content that helps to improve their Google rankings and to save affiliate commissions for online travel sites.
AppATrip CEO Ali Naqi Shaheen said that video reviews are an unexplored field but they have great potential in terms of website traffic and branding.
"So far reviews have been generated only by major review sites, but with EasyReview we offer hotels the opportunity to gain back control over their brand and their reviews on the Internet," Shaheen added.
The EasyReview tool is a response to the current trend in hotel industry, where online review sites are increasingly playing an important role as more and more consumers are relying on these sites to check the quality of accommodation before making bookings.
In a survey carried out by the Verband Internet Reisevertrieb in 2011, around 95% of people considered reviews as genuine and 59% indicated that reviews substantially influence their booking decisions.
Similar results were found in a report entitled ‘The impact of social media on lodging performance’ published by Cornell University for hotel administration, where positive reviews and online satisfaction of guests via online and offline channels were reported to be directly affecting the financial success of the hotel.
Image: AppATrip’s EasyReview tool runs on smartphones, tablets and hotel websites. Photo courtesy of AppATrip.