Case Study: Villa Plus
Villa Plus, one of the UK’s leading villa holiday operators, has both the culture and structures in place to take advantage of the opportunities online feedback offer hospitality and leisure businesses.
The not-so-silent majority
As Villa Plus had invested heavily in customer service, Company Director Raj Mavani, was confident that online reviews would be positive for the business – but he still had concerns. Initially he thought that only people who had a negative experience would be motivated to write reviews and that there would be a silent majority who wouldn’t write about the good experience they had.
However, the vast majority of reviews have been positive. Raj sees two reasons for this. Firstly, people spend a lot of money on holidays and, if they have a good time, they want to tell people about it. Secondly, customers are increasingly using reviews to inform their holiday decisions and by writing their own review they are giving something back and adding to the collective information available.
Looking to the future
As technology improves, customer feedback will become increasingly important. Raj predicts that the next innovation will be more direct, peer-to-peer activity where a potential customer will be able to get in touch with a reviewer to get more information.
He welcomes the increased pressure this will put on hospitality and leisure business. He is confident that online reviews will continue to drive improvements across the business and will be an important factor in the company’s long-term success.