A few months ago I spoke with a couple of clients who were struggling with their management responses on TripAdvisor. The first client was in corporate communications for a medium-sized brand and noticed that each property was responding to reviews in a very different way. He felt that the brand was missing a big branding opportunity by ignoring the voice of the brand in the responses. He was interested in providing some guidelines to his general managers around tone and voice. The second client was the GM of an independent hotel who felt like his responses were becoming stale and sounded too professional given the quirky nature of the hotel. He wanted some ideas for sprucing up his responses.
As a result of these conversations we went to work putting together a guide that allows properties and brands to find their voice in external communications. It contains exercises that staff can do together to hone in on what makes their property or brand special, and then provides ideas around language and tone.