“Jean Pascal Conseil” Reputation and image as key values for hotel Management. February 24 2011

In today’s world, where ideas are increasingly moving faster and providing new hotel services, competition for reputation becomes a significant driving force One of the business trends of recent years is the growth of reputation management Reputations rise or fall - reasons Hard to earn and easy to damage 1. Reputation and image as key values for hotel management.

Studies show that even a small positive increase in a hotel's reputation results in a significant increase in business value, while a negative drop in reputation results in a decrease in business value. For example, a +1% improvement in the reputation of a hotel is accompanied by significant increases in that hotel’s value.

Unanticipated, the strength of the impacts of negative changes in hotel reputation is devastating. A minor decrease in reputation (-1%) has 34 times the impact than an equally minor increase in reputation (+1%).

Distinctiveness - Does your hotel stand out from your competitors? Focus - Is it clear to your customers what your hotel's goals and strengths are? Consistency - Is your hotel consistent in its actions and communications? Identity - What is your hotel's emotional appeal to its customers? Transparency - Do your customers believe that, when it comes to your hotel, what they see is what they get?

Feelings affect customer loyalty for hotels, and certain emotions generated by a hotel image play a more important role in the decision -making process. Four distinct emotions were found to have a significant impact on consumer loyalty across hotel brands: comfortable welcome secure cool/image.