From the MTA Chief Executive Officer
Managing Reputation:
the key to continued success
In 2016, a new record was reached with almost two million tourists visiting the Maltese Islands
to experience the sights, the lifestyle, and the warm hospitality that our nation is renowned for.
This success follows in the footsteps of six successive years of record growth, and 2017 shows all
the hallmarks of yet another record year for Maltese tourism.
A
s
tourist volumes and tourism ac-
tivity increase, not only in terms
of absolute numbers but also by
spreading throughout the year
and onto localities previously un-
tapped by tourism, the question
arises as to how a growing destina-
tion can ensure that success does
not lead to a deterioration in visi-
tor experience. There is no simple
HOSPITALITY MALTA
answer to this question. But what
is certain is that Reputation Man-
agement is one of the keys that the
tourism industry can utilise to en-
sure that these remarkable results
are maintained.
Reputation can be viewed as a form
of assessment of either a destina-
tion or a business’ behaviour and
performance. Reputations have
to be continually earned and re-
viewed, and as such, need constant
monitoring and attention. Repu-
tation management is the effort to
respond to and shape the conversa-
tion around consumer experiences.
While price remains a primary
consideration for travellers, pub-
lished online ratings and reviews
are close behind when it comes to
consumer conversion: prompting
information which travellers seek
before pressing the ‘buy’ button
on their smart device.
SEPTEMBER | 2017
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