Lexalytics: Checking into Hotel Data
November 14, 2015
I read “Boost Your Brand Reputation by Listening to Social Content.” I find the title interesting. The idea that a brand such as a hotel like Motel 6 or Hilton can improve its reputation by listening is interesting. I am not sure that listening translates to a better reputation. The guest in the hotel deals with the room, the staff, and the electrical outlet (presumably working). The guest forms an opinion about the hotel. I was in a hotel in Cape Town which features a non working door, no electricity, and pipes which leaked. This was a new room.
Listening to me did not solve the problems. What solved the problems was my speaking with two managers and proposing that I sleep in the lobby.
I am enthused by technology. I am not keen when technology is presented as a way to sidestep or subvert the reality that creates one’s views of a business, in this case a hotel. The idea is—well, let me be frank—not a good one.
I think the write up means that a hotel using Lexalytics technology has a way to obtain information that otherwise might not find its way to the 20 something in the marketing department. The hotel then has to take action to resolve the problem. This is pretty much common sense, but it does not boost a hotel’s social reputation. Listening is passive. The information must be converted to meaningful action.
That’s the problem with search and content processing companies and why many of them face credibility and revenue challenges. The hoped for action has zero direct connection with the grinding of the algorithms and the motivation or capability of the licensee to make a change.
The write up asserts:
This social currency, online reputation, directly influences a hotelier’s sales volume: good reputation, higher sales — poor reputation, lower sales. The upshot is that in the hospitality industry, increasing your reputation (and revenue) means listening to social content and basing your business decisions on the feedback you receive from guests. And I know I’m preaching to the choir here, but remember that good reputation isn’t just for high-end establishments. There’s a lot to be said for value for money, and smaller, more modest establishments can often gain the most from careful management of their online reputation.
Sounds great. The management of the hotel have to make changes. Over time, the changes will have an impact on the Facebook or Yelp posts that the guests contribute.
Technology is simply a utility, not a way to get from lousy hotel to wonderful hotel with a mouse click or by listening. Horse feathers.
Stephen E Arnold, November 14, 2015
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