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What is semantic analysis and why is it key to my online reputation?

July, 2018

Guest reviews aren’t just a source of good (or indeed bad) publicity for your hotel. They also provide valuable information which enables you to gain a better understanding of your guests’ expectations and needs, as well as the strengths and weaknesses of your hotel. Through an in-depth analysis of these reviews, you will be in a position to draw the relevant conclusions to help you then modify the way you operate in an appropriate manner. Semantic analysis is an important asset in the Customer Alliance solution; let’s take a look at the benefits your establishment can extract from it.

Understand what your guests are saying

It’s a fact: guests express their opinion on their stay in a hotel. On top of the online visibility that these reviews give you, they also offer you a detailed overview of your guests’ expectations and needs. Carrying out semantic analysis using the Customer Alliance solution tells you more than simply whether guests have a positive or negative view of your hotel; it enables you to centralise and identify the topics that guests bring up most often. Given the large number of platforms where former guests talk about your hotel, it is vital to maintain a clear vision of your online reputation, albeit without wasting time by monitoring reviews in a disorganised manner.

Focus your efforts on the topics addressed by your guests (whether positive or negative) using a table and a chart, or try using a mind map to show the most common themes for each of the different portals where you have an online presence.

This semantic analysis of reviews is vital in order to gain a better understandings of your strengths and weaknesses, which will considerably improve the overall appreciation of your hotel, as well as coordination with your operational teams. Let’s look at how this form of monitoring enables you to gain a competitive advantage.

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Improve the benefits you offer and overtake the competition

In a previous article, we addressed the importance of monitoring your competition’s guest reviews. Reviews reflect an experience, and therefore provide a wealth of information relating to the strategies you implement to attract guests and set you apart from the competition.

Semantic analysis takes this even further, because it allows you to compare the most frequent topics addressed by guests of your competition! From the check-in experience to how comfortable the room was, or even the variety on offer at breakfast, you can get a sense of how often guests leave reviews on these topics, but also whether they are positive or negative.

This therefore equips you with information as to the strengths and weaknesses of your competition, and you can therefore make any necessary adjustments to your own services. The aim of this analysis is to make the task simpler. For example, you can focus on one platform in particular and see what people are saying there, or choose to analyse reviews in one language only.

To sum up…

Semantic analysis of reviews is an essential step to being in control of your online reputation. It enables you to dramatically improve your understanding of what is being said online. By highlighting themes, you can optimise your operations while also keeping an eye on the competition. Of course, a bad review isn’t necessarily a bad thing. Constructive and honest guest feedback can also help you make progress professionally. Feel free to take a look at our other articles which address the issue of negative reviews from different angles.

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