PHOENIX — Best Western International has announced that it is the first hotel company to be managing online reviews with Medallia’s ‘social feedback for hospitality’ tool.

“As social media and online review sites continue to play a larger role in consumer booking decisions, we want to ensure we’re able to thoroughly monitor those sites and respond to guests in a timely and appropriate manner,” said Michael Morton, vice-president, Member Services at Best Western. “Medallia’s platform gives us the tools to do this in a simple and effective way.” 

Medallia’s ‘social feedback for hospitality’ program collects reviews from sites such as TripAdvisor, Facebook and Twitter. Hotel owners can respond to customer feedback using the tool, allowing hotel operators to use the data to follow their customer’s needs, producing improved customer experiences. The initiative is Best Western’s latest project to expand their interaction with consumers.

Best Western has six social-media channels.


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