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Add photo pack + closure mitigation guidance

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reports/flaneur_vs_ho36_gm_report_full_2026-01-03.md
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@ -200,6 +200,28 @@ For HO36 competitor benchmarking:
This is prioritized to address what appears in negative reviews and what converts on OTAs. This is prioritized to address what appears in negative reviews and what converts on OTAs.
### Immediate (next 72 hours): photo pack + OTA refresh
If operations are already strong (e.g., bathrooms are deep-cleaned daily), the fastest win is to ship "proof assets" that reshape first-impression trust on OTAs and Maps. The negative review narrative clusters on bathrooms/odor, safety/trust, and bed comfort/privacy. [S22]
Deliverable: a single "photo pack" that gets uploaded and re-ordered on Booking + Hostelworld first, then reused on Google Business Profile (GBP) and socials. [S01] [S02] [S03] [S04] [S06] [S07]
OTA ordering rule: lead with trust/comfort proof, not lifestyle.
Priority photo list (OTAs first):
- Bathrooms: wide, bright, clearly clean (show showers/sinks/floor), plus 1-2 detail shots (soap/paper/hooks). [S22]
- Beds: show any curtains/privacy solution, reading light, charging points, and a stable/sturdy bunk. [S22]
- Lockers/security: show lockers open/closed (size + lock method) and access-control cues (keycard/entry). [S12] [S22]
- Entrance: exterior day + exterior night (well-lit, signage visible) + entry-to-reception sightline. [S22]
- Kitchen: wide "equipped kitchen" shot + stove/fridge/utensils + one staged cooking shot. [S12]
- Common areas: bar/cafe + lounge/courtyard (clean, warm lighting). [S12]
- Coworking/meeting: wide and tidy + (optional) staged "people working" photo (with consent/releases). [S12]
- Accessibility: ground-floor access + wheelchair-friendly bathrooms (simple, factual). [S12] [S17]
Notes:
- Use real guests only with explicit permission; otherwise stage with staff/friends.
- Caption photos on OTAs with facts that convert: "equipped kitchen", "free lockers", "24/7 reception", "accessible", "quiet hours". [S12] [S17]
### 0-14 days (stop the bleeding) ### 0-14 days (stop the bleeding)
1) Bathrooms/odor sprint: deep clean + ventilation/odor remediation; photograph proof; update listing photos (Booking/Hostelworld) with bathrooms + dorm beds + kitchen. [S22] 1) Bathrooms/odor sprint: deep clean + ventilation/odor remediation; photograph proof; update listing photos (Booking/Hostelworld) with bathrooms + dorm beds + kitchen. [S22]
@ -213,12 +235,29 @@ This is prioritized to address what appears in negative reviews and what convert
6) Activate the differentiator: weekly communal cooking nights (kitchen + bar) to generate UGC and "atmosphere" reviews. [S12] 6) Activate the differentiator: weekly communal cooking nights (kitchen + bar) to generate UGC and "atmosphere" reviews. [S12]
7) Listing alignment: ensure amenities lists match reality across Booking/Hostelworld/official site (kitchen, coworking, accessibility). [S12] [S17] 7) Listing alignment: ensure amenities lists match reality across Booking/Hostelworld/official site (kitchen, coworking, accessibility). [S12] [S17]
Marketing (supporting, not primary):
- Build 2-3 repeatable weekly moments worth photographing (e.g., Sunday communal lunch, communal cook-up, small event). Use those to create IG/FB bursts ahead of Lyon demand spikes (weekends, festivals, major events). [S12] [S17]
- When promoting neighborhood identity (e.g., "creative district"), treat it as a positioning story and provide practical arrival guidance; do not argue with reviewers. [S22]
### 60-120 days (build structural advantage) ### 60-120 days (build structural advantage)
8) Weekly defect dashboard: categorize issues (bathrooms, noise, safety, reception) and tie to owners/targets. 8) Weekly defect dashboard: categorize issues (bathrooms, noise, safety, reception) and tie to owners/targets.
9) Peak-period packaging: NYE needs a clear product (events + partners + bar programming + landing page). 9) Peak-period packaging: NYE needs a clear product (events + partners + bar programming + landing page).
10) Closure playbook: if closure is required, pre-plan reactivation (OTA messaging, "we're back" offer, review push) to avoid momentum loss. [S17] 10) Closure playbook: if closure is required, pre-plan reactivation (OTA messaging, "we're back" offer, review push) to avoid momentum loss. [S17]
### Specific note: the 4-day Christmas break (22-25 Dec) and how to mitigate now
This is not claimed as a root cause, but it is a plausible amplifier: Le Flaneur publicly states it was closed 22-25 Dec. [S17]
Potential mechanism:
- Repeat guests and near-term planners are forced to re-route during the closure; some do not return immediately.
- Short-term review velocity can dip right after re-opening, delaying narrative recovery.
Mitigation (next 30 days):
- Run a "we're back" reactivation week: publish a simple event calendar and 1-2 high-signal communal moments (Sunday lunch + one evening cook-up) and photograph them. [S12]
- Accelerate review capture from happy guests (QR + ask + follow-up), prioritizing bathrooms, beds, and safety narrative in the request. [S02] [S22]
- Ensure OTAs show the new trust photos first (bathrooms/beds/lockers/entrance), so returning demand sees proof immediately. [S22]
## 9) TripAdvisor status (blocked; not a business finding) ## 9) TripAdvisor status (blocked; not a business finding)
TripAdvisor pages are blocked by a DataDome CAPTCHA in this environment; no bypass attempted. [S18] [S19] TripAdvisor pages are blocked by a DataDome CAPTCHA in this environment; no bypass attempted. [S18] [S19]