1. Understand Your Consumer Preferences
Staying up-to-date with your customer preferences is no more an option but a crucial requirement for running a successful business. If your hotel isn’t addressing the demands of the customer, you are leaving money on the table as well as contributing to customer dissatisfaction. To address this, it is imperative to first understand what your customers are looking for. Scraping hotel reviews can help you identify a host of issues that are bothering your potential customers. You can then go ahead and tweak your customer service to further improve them.
2. Brand Monitoring
With the widespread proliferation of social media, customers are more vocal than ever before about both positive and negative experiences they have with various products and services they use. Brand image is extremely important as it directly translates into customer loyalty and business growth. This also means your business can take a serious hit by even one bad experience shared online by a customer.
In order to maintain a positive brand image, your business should be all ears to customer grievances. Brand monitoring can enable you to stay updated with the customers and detect unaddressed issues before they can escalate to a PR nightmare. Scraping and extracting hotel reviews from travel website is an easy means to stay in the know.
3. Competitor Analysis
Just as it is important to monitor your brand online, it’s equally important to keep a tab on your competitors considering the ever so competitive nature of the today’s business world. Sometimes, reviews left by your competitors’ customers about their services can help you identify low hanging fruits which you can capitalize on. For example, if the reviews on your competitors hotel pages hint at the demand for a certain service, be the first one to incorporate that to your offering. This can easily help you drive more sales without having to invest a lot in research.
4. Natural Language Processing
Natural language processing is witnessing solutions driven by machine learning which are focused on enabling machines to understand the context behind human languages. NLP systems are at play when you are using voice assistant platforms such as Google Now, Siri, Cortana and most translation tools. Huge amounts of user-generated content is required to train a NLP system and hotel reviews data makes for a great source.