Hospitality Today July-Aug 2016 - Page 12

12 | Hospitality Today | June/July 2016 In response, 73% of businesses plan to make changes over the next five years. More than a quarter (27%) will be investing in specialist staff training to manage customer feedback, close to a quarter (22%) expect to appoint a dedicated staff member or team and 13% anticipate working with an external consultancy or specialist feedback management agency. TripAdvisor is the most relevant Barclays’ survey of those working within the hospitality and leisure industry revealed that overall, TripAdvisor was seen to be the most relevant online feedback site, with 60% of respondents citing the website as being relevant to their business. The traditional route of professional reviews in guidebooks is in decline, seen as relevant by less than one quarter of the sector (23%). Professional reviews by newspapers and magazines fare better, rated as relevant by a third (33%) of the sector, rising to nearly half of bars and pubs (46%). Intermediary sites such as Booking.com and OpenTable are also already seen as increasingly important in driving trade, with a majority (67%) of all hotels and B&Bs and 28% of restaurants rating these sites as relevant to their business. By contrast health and beauty spas are more likely to cite reviews placed directly on their own website (57%) or on Google (43%) rather Review accolades “have a very positive impact on our business” says Red Carnation boss . . . In January, the Red Carnation Hotel Collection clocked up 29 awards in the 2016 TripAdvisor Travellers’ Choice™ awards. Wins included the five-star Hotel 41 in London which was ranked number one amongst the Top 25 Luxury Hotels in the UK and number four in the Top 25 Luxury Hotels in Europe. Meanwhile The Oyster Box in Durban was awarded the top spot for the Top 25 Hotels in South Africa and number four in Africa. The Milestone Hotel in London ranked number two amongst the Top 25 Hotels in the UK and number four for Luxury. The recently renovated Ashford Castle took out the second spot for the Top 25 Hotels in Ireland. Red Carnation’s service was recognised with some eight hotels ranked in the ‘Best Service’ category and nine hotels in the Luxury category. Jonathan Raggett, (above) Managing Director of the Red Carnation Hotel Collection said: “Winning year after year, together with the high rankings our hotels enjoy, has had a very positive impact on our business, helping us stand out from the competition in each of the locations we operate in. “We are firm believers in the transparency of online guest reviews, which challenges us every day to deliver exceptional service and incredible guest experiences.”