Comments System monitoring What is refraction of hotel guests? I tell you recall law

Original: Li Sheng

1. Writing a main comment

Under what circumstances can a guest leave a hotel review

I'll tell you rules of three platforms

Ctrip

Start of main comment

After 2:00 pm on day of departure, guests can start writing reviews

Main Comment Deadline

Guests can leave reviews for 6 months after leaving store

Tongcheng Elong

Start of main comment

From day you register, you can start writing reviews

The date of arrival specified in order shall prevail

Main Comment Deadline

Within 6 months from date of arrival. Guests with valid bookings can leave reviews

Where

Start of main comment

When hotel checks status of reservation and changes it to "registered", you can start writing reviews

Main Comment Deadline

After checking order and checking in, guest always reserves right to write a review, period is not limited

2. Writing additional comments

Except for main review written for first time

Guests on some platforms can also add comments. What are requirements for such comments?

Ctrip

Start test

Each review can submit one additional review

Deadline for consideration

You can write additional comments within 6 months after submitting main comment

Tongcheng-Elong does not currently support validation

Qunar does not currently support validation

3. Composition of reviews

Reviews written by guests

As a rule, it consists of ratings and reviews

The specific composition of comments varies across platforms

Ctrip

Scoring elements

Environment, facilities, service, sanitation, 1-5 points

Overall score per review

Arithmetic mean of 4 points, from 1 to 5 points

Comment content: including text, images, videos

Tongcheng Elong

Scoring elements

Location, facilities, service, sanitation, 1-5 points

One point

Arithmetic mean of a four-point score, from 1 to 5 points

View content

Including text, images, and videos, you can upload videos that are ≥ 3 seconds long, up to 15 seconds

Text is required. At least 5 words

Images and videos are not required, and wechat applet images + video≤9

Maximum 1 video; app image + video ≤ 10, max 1 video

Where

Scoring elements

No subitems for location and objects

One point

1-5 points, users can score them themselves

View content

Contains text, images, videos, text required, images and videos required

4. When you can't write a review

Some orders don't meet platform requirements

There may be times when guests cannot leave reviews

The following are 3 common cases where reviews cannot be written on 3 platforms

Ctrip

A matter of time

Before 14:00 on day of departure or more than 6 months after departure

Problem with order

Hourly room booking or booking failed so you can't write a review

Delete question

Unable to resubmit feedback after deleting it

Tongcheng Elong

A matter of time

Left store for more than 6 months and cannot write a review

Problem with order

The order is finally in an invalid state, such as "not shown" or "deleted"

Or unfilled return orders, system will delete corresponding comments

Delete question

Deleted reviews cannot be recovered

Where

Users on blacklist can't leave reviews

5. Deleting and editing comments

After a guest leaves a review

Can I delete and edit comments?

Let's look at requirements of each platform

Ctrip

Guests can't edit reviews

Remove comments to contact Ctrip support

Tongcheng Elong

Guests can't edit reviews

To change comments, please contact Tongcheng-Elong Support

Guest

Comments can be deleted via APP and WeChat applet and cannot be restored once deleted

Where

Non-premium review

Guests can delete themselves

Quality reviews

Guests must contact customer service to delete

2. Calculating and displaying reviews

1. Scoring

Consider reference value of various reviews

Hotel

The sum of points is not just an arithmetic average, it is calculated according to a certain algorithm

Ctrip

Statistic object

Ctrip Hotels, Ctrip B&B

Statistical period

Reviews are valid for 3 years

Calculation method

The closer check-in time

The greater weight when calculating points, more total score will be rounded down to one decimal place

Downgrade Rules

Comments that system considers of little importance to users are not taken into account when calculating points.

Note

When number of comments involved in calculation is less than 5, external network will display "no rating"

Tongcheng Elong

Statistic object

Valid reviews are displayed on Tongcheng-Elong platform

Statistical period

Reviews are valid for 3 years

Calculation method

The overall rating of a review is calculated from average score with points and a favorable rate using a certain algorithm

Where

Statistic object

All hotel reviews currently displayed in Qunar

Statistical period

Calculation of rating points for review within three years

Calculation method

Qunar's own reviews carry most weight. As a rule, fresher reviews, higher weight

2. Feedback Count

Number of reviews here

This is number of reviews displayed by hotel on external network of main platforms, not number of reviews displayed on shopping platforms.

Ctrip

Statistic object

Ctrip Hotel.Ctrip B&B

Third party reviews, collapsed bottom reviews

Statistical period: last 3 years

Tongcheng Elong

Statistic object

Tongcheng-Elong+ successfully connected Ctrip reviews

Statistical period: last 3 years

Where

Statistic object

Kunar, Ctrip, Tujia Dianping. Statistical period: last 3 years

3. View content display

To better provide consumers with valuable feedback

The platform has certain rules for displaying reviews

Ctrip

Default sort

Sort by factors such as content saturation and registration time

Roll Down

A few useless reviews

Tongcheng Elong

Default sort

Sort by content and timeliness of comments

Roll Down

Spam, meaningless reviews

Reviews before hotel renovations and malicious reviews with successful appeals

Where

Recommended sorting

Full sorting by review quality and release time

High quality comments: hand-selected, which means that content of comments is excellent in both graphics and text

Reviews that can provide other users with real and effective registration information

3. Comments and complaints about problems

1. Handling False Review Violations

When hotels have fake reviews

The platform will review confirmed violations. Below are specific rules of three platforms

Ctrip

Type of violation

Mainly includes viewing orders and viewing comments

Businesses cheat, force praise, elicit praise, harass customers, ask for bad reviews to be removed, etc.

Scope

Ctrip Reviews, Trip Reviews, Reviews Ctrip

Punishment for violations

Point conversion, all penalties have been manually checked and have a real hammer

Tongcheng Elong

Type of violation

Comments generated by inauthentic orders and false comments generated by sellers inciting and coercing consumers

Harassment, incitement, intimidation, insult, etc. require users to remove bad reviews and other reviews

Punishment for violations

After confirmation, platform will delete comment

Where

Type of violation

All fake reviews

Punishment for violations

Blacklist service card and loyalty points of hotels where false reviews are found

2. Call for comments on issues

For unsubstantiated comments

For example, malicious bad reviews from customers

Major OTA platforms provide complaint channels to protect legitimate rights and interests of merchants

Ctrip can appeal reviews

1. The guest didn't actually come

2. Comments are meaningless

3. The content of review does not apply to hotel

4. Comment content should not be shown

5. Malicious bad reviews

6. Questions about rules and appeals about penalties

Contact options

Comments on first 4 question types above

You can file an appeal through Ctrip EBK Q&A page; malicious negative comments

Complaints about fines and commenting rules can be appealed to Ctrip Business Manager

Tongcheng Elong can ask for comments

1. The content of review has nothing to do with stay at hotel;

2. Pointless comments;

3. Comment content should not be shown

Contains illegal, uncivilized, personal attacks

Text such as other people's privacy, regional discrimination, pornography, gambling and drugs, violence, politically sensitive words

4. The user is not actually registered

5. Malicious bad reviews

Contact Options

Contact Ctrip Business Manager to file a complaint

And provide screenshots of reviews, hotel IDs, and relevant materials that may confirm violations or inaccuracies

Ctrip EBK background merchants will also be available soon

Where

Reviews can be appealed

Comments that don't follow platform display rules

The content of review is not true/the review is about wrong hotel

There are no registration reviews, ratings of reviews do not match content

Request reason why comments are not displayed, users voluntarily delete/modify comments, maliciousReal threats, profit seeking and other user behavior

Time to Appeal

Within 30 days

Contact Options

Submit appeal materials and contact business manager to file an appeal

4. The impact of reviews on hotel OTA performance

In last section

Let's take a look at how reviews on different platforms affect a hotel's online operations

1. Impact of reviews on rating

Ctrip

Sort grade

Information benefits affecting Ctrip's popularity rating. One of key indicators is score

list

Application for listing on Ctrip. Achieving a score is also one of prerequisites

Tongcheng Elong

Sort grade

A comprehensive assessment of Tongcheng-Elong Hotel. Among 8 parameters that affect assessment

Review diagnostics is one of them, it is determined by number of reviews

Comprehensively calculated on 4 parameters: positive, negative and negative answers.

list

Point rating is also one of prerequisites for Tongcheng-Elong to apply for a listing

where to goSon

Sort grade

This affects rating of hotels on platform

list

List of hotels on Qunar platform, number of points must meet standard

In addition

In list page filter

All three major platforms provide, for example, praise priority

Filter items such as high reviews→low, score range, etc. to help guests better choose reputable hotels

2. Impact of Reviews on Conversion Rate

Influence of reviews on conversion

The three main OTA platforms mainly affect different links in customer booking journey. Their role is basically same

Reviews tab

All three platforms' review tags are high-frequency keywords extracted by system from hotel reviews

Reflects prominent features of hotel, such as Epidemic Prevention sign on Tongcheng-Elong platform

Overview page

Enter review details page

These 3 platforms will categorize reviews based on score, review content, etc.

Next Ctrip

Qunar and Tongcheng-Elong Application Example

Bad Review→Ctrip

Reviews scoring less than 3 points are classified separately as "bad reviews"

Tongcheng Elong

Comments scoring less than 3 points will be classified separately in "needs improvement" category

Where

Reviews rated 1-2 will be classified separately in Bad Review category.

2. AverageOverview

CtripNo ratings

Tongcheng ElongNo points

Where

A review that scores 3 points will be classified as an "average review"

3. Praise

Ctrip

No positive classification

Tongcheng-Elong Comments rated 3 or higher will be classified separately in "Praise" category

Where reviews with 5 points will be classified separately in category "Praise"

In addition

Tongcheng-Elong, Ctrip, and Qunar individually set review category to "with pictures"