More than 100 people signed up on the first day of registration for a free online education course on reputation management developed by a Cornell University’s online education subsidiary in partnership with user-review giant TripAdvisor.
Representatives from companies such as Hilton, InterContinental Hotels Group, Waldorf Astoria, Doubletree, Leading Hotels of the World, Marriott, and Danat Hotels are among the registrants, officials told Skift.
"Managing Your Online Reputation with TripAdvisor" was co-developed by TripAdvisor and eCornell and leverages research from Cornell University's School of Hotel Administration and faculty insights.
In the three-hour course, hoteliers will receive guidance and learn best practices from Cornell and TripAdvisor industry leaders about how to monitor and improve their property's online reputation. The course focuses on building strategies and action plans for reputation management that ultimately drive bookings and revenue. The following topics are addressed in the curriculum:
• Explain the importance of online reputation management to colleagues and peers
• Take steps to assess your online reputation
• Use methods for responding to online customer feedback
• Understand the correlation between online reputation and revenue
• Employ helpful tactics for incorporating customer feedback into day-to-day operations
• Develop an action plan for managing your property's online reputation based on best practices from Cornell and TripAdvisor
"As travel planning and booking become more dependent on online traveler reviews and opinions, online reputation management is paramount for property owners," said Brian Payea, head of industry relations, TripAdvisor.
Course enrollment in "Managing Your Online Reputation with TripAdvisor" is free and available to hoteliers and B&Bs.