I recently received a request to write a blog post on mystery shoppers reviewing hotels. From AAA, to Mobil Travel, and several companies that brand hotels such as SLH, Relais and Chateaux, Preferred Hotels, and many others review properties to understand their strengths, weaknesses, and determine their niche.
Usually, you don’t know exactly when a mystery reviewer will come in to stay. The reviewer books his/her own room, so the experience starts from the moment the reservation is made to the second s/he departs the property. Sometimes, GMs are given a time frame of when the reviewer will come in to properly warn the staff, but that is not necessarily very helpful.
From the reviewers’ perspective:they have a responsibility to communicate accurate information about the hotel and it is their job to be as objective as possible. This information from the reviewer is eventually reflected on star/diamond rating and is usually updated every year to eighteen months. The assigned hotel rating ultimately reflects the public’s perception.
From a PR perspective: it is up to the PR representative of the property to leverage that honor if it is a good rating. If it is not a good rating… then it should still come as no surprise to a great PR pro, who is always prepared for any scenario. It’s now time to get creative!!!