TripAdvisor and the product´s myopia
Long before a hotel opens its doors for the first time, the owner or the general manager has an ideal of how they want their product to be transmitted to the public. That´s how the attributes/benefits arise with which the hotel wants to be associated, hence all staff will work on that direction to get the desired positioning. Excessive endeavor may diminish objectivity and increase subjectivity.
In marketing this is called “myopia of the product”: the hotel believes to have a determined positioning without considering the target´s perception. Often guests´ observations are heard but not capitalized. This generates a gap between a fictional positioning (where the hotel pretends and thinks to be) and the real positioning (how the guest perceives the hotel and how he associates it with the different attributes).
To palliate this contrast, we recommend considering TripAdvisor.
As you all know this website belongs to the 2.0 concept, where its content is made by millions of people who share their travel experiences and also rate the hotel where they stayed. Hotel managers have the right to reply in case they consider a comment unfair.
TripAdvisor received many claims about the comment´s doubtful veracity, since numerous hotels tend to write themselves positive observations to scale positions on the general rating.
Beyond controversy this site is, among all free websites for hotels, the main authority which ratings determine in a significant percentage the booking success of a lodging establishment.
Conclusion: a hotel is often associated with variables that, due to this myopia, are not appreciated by its owner or general manager. Knowing that guests´ comments were made over months, even years, they can be analyzed one by one and take all positive and negative aspects. Those positives help to see and understand with which attributes the hotel is associated helping to develop a new strategy once it’s decided to redesign the website, for example. On the other hand, negative concepts are useful to discover which things have to be modified and changed. This is how the gap, we mentioned earlier, disappears and it generates a balance between how the hotel is perceived and how the hotel wants to be perceived.