Optimising Brand Reputation in Hospitality
Reputation Staff Writer
Why AI, the economy and reviews are reshaping guest engagement and what brands need to do to respond
How to Win in the AI age
Optimise for AI Tools
AI apps like Chat GPT have quickly become integral to discovery. A quarter (26%) of consumers now use them to find information about a venue, and they’re gaining ground fast on sources like review websites and social media.
Top takeaway: GEO is the new SEO, so invest in yours now. Make sure critical information is structured so AI tools can access it.
Generate Feedback
As well as changing how consumers read reviews, AI can prompt them to write them. Half (51%) of consumers are likely to leave a review if tools ask them in the right way.
Top takeaway: Use AI to secure feedback through brand-aligned and well-timed automated prompts and don’t forget to act on it.
Protect the Human Touch
AI tools and technology have the power to transform the guest experience-but there are some big watchouts. Two in five (39%) consumers worry that it may affect human connections and there are worries about privacy, security, and transparency.
Top takeaway: Make sure AI is enabling deeper, more personal interactions that make hospitality experiences so special. And ensure consumers have the ability to opt out.
Three Ways to Navigate Economic Pressures
1) Focus on the Fundamentals
Rising costs have lifted consumer demands to new heights. A third (34%) have higher expectations of
venues than they did a year ago, and they don’t want to compromise on standards.
Top takeaway: It’s the fundamentals of hospitality that matter most: good quality food and drink, service and hygiene. Consistent execution of them is the quickest way to keep people coming back.
2) Segment the Offer
Polarisation of incomes means venues have to cater for a very wide range of spending. A third (34%) of consumers typically spend £100+ a month on eating and drinking out, but nearly as many (31%) spend less than £40.
Top takeaway: Segment offerings, emphasising value-driven choices and deals while showcasing premium upgrades for those willing to spend more.
3) Get Ready for a Bounceback
Trading is tough, but there’s cautious confidence about a modest rebound. Over a third (36%) of consumers expect to eat and drink out more often over the next year, while only 21% will do so less.
Top takeaway: Plan ahead and invest in review management, business listings and social engagement so that venues are discoverable and ready to capitalise when consumers loosen their spending.
Quick Steps to Better Reputations
Stay Responsive
People want to contact venues easily and they won’t be kept waiting. Two thirds (66%) expect a response within a few hours and only 14% will allow longer than a day. Slow responses damage bookings and reputation.
Top takeaway: Venues need an always-on approach to communications, acting quickly on all feedback, whether good or bad. AI-led automation helps to triage messages and respond fast.
Master Socials
Instagram, Facebook and TikTok are the new battlegrounds for recommendations. Nearly three in
five (58%) consumers are more likely to visit a venue if their friends post about it, and they trust social tips more than strangers’ reviews.
Top takeaway: Venues need to be Instagram- and TikTok-ready, encourage posts, amplify user-generated content and use their own feeds to showcase their offer.
Get the Listings Right
People won’t use a venue if they can’t learn about it online. Well over a quarter of consumers check things like menus, opening hours and locations before visiting, and a venues’ reputation suffers if the info is unavailable or wrong.
Top takeaway: Keep listings comprehensive, accurate and up to date across every platform.
The exclusive report from CGA by NIQ and Reputation has many more insights into AI, the economy and consumer behaviour.
