What are virtual communities? No, we’re not just talking about the Sims! A virtual communities is a social network online, where people with similar interests gather together.
Basically any group you’ve joined online is a virtual community, whether that be the knitting help group or something a bit bigger, such as TripAdvisor.
Virtual communities have a lot to offer. They can be places to gain knowledge, make friends, and meet like-minded people outside of your physical geographical area.
So why is that relevant to hospitality?
It’s already had quite a big impact on the industry, and looks like it will continue to do so. Websites like TripAdvisor and Yelp have given consumers a place to share their experiences, and also to research and find out more about a restaurant, hotel, and service before they choose to go there.
Ultimately, this has led to a more honest and open way of working, and for companies to step up the level of service they provide. It’s inspired creativity and innovation, a reminder that quality service counts for a lot.
It’s also introduced a new way of advertising and promoting a business. Word of mouth is no longer literal. Conversations and reviews are now shared with many people all at once, and with strangers. Instead of investing in ads in traditional media, simply providing an amazing service will speak for itself.
Of course, there are down sides to everything. There will always be unhappy customers, and sometimes there are people who will abuse the system for the wrong reasons. On the bright side, consumers are becoming more aware and savvy, so can often spot any illegitimate reports for themselves. The platforms also do their best to prevent sabotage, and providers often have a right of reply.
Virtual communities are only going to continue to grow, and it will be fascinating to see how they influence and inspire people.