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Best practice in online reputation management for hotels
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Best practice in online reputation management for hotels

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The impact of online reviews and user-generated content has significantly impacted the travel industry, and it has never been more important to monitor and manage your reputation online. The …

The impact of online reviews and user-generated content has significantly impacted the travel industry, and it has never been more important to monitor and manage your reputation online. The hospitality industry needs to adjust the way they do business in order to benefit from this trend. In our November Avvio webinar we will cover a range of topics related to running an effective reputation management program for your hotels. Our guest presenter for this session is Josiah MacKenzie from ReviewPro

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  • Do you think that Live Chat in the a hotel website can improve the online reputation of a hotel? Yesterday I was reading this article and it kind of makes sense: https://visitlead.com/blog/articles/livechat-for-hotel/. Specially beneficial when it comes to asking for feedback and boosting the direct bookings.
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  • 1. Best Practices in Online Reputation Management A special presentation for Avvio by Josiah Mackenzie November 2011
  • 2. Best Practices in Reputation Management for 2011Seminar Agenda Today, Josiah Mackenzie will discuss: – The Overall Impact of Reviews on Hotels – Key Trends In Reputation Management Right Now – Types of Review Sites Today (And How They Differ) – Tips for Becoming A Better Listener – Using Semantic Analysis To Understand Sentiment – Best Practices in Responding to Reviews – How to Develop a Culture of Reputation Management 2
  • 3. Best Practices in Reputation Management for 2011The Overall Impact of Reviews on Hotels • Reviews and reputation affect hotel selection – “….Past experience, reputation, recommendations, and online reviews…are now more important to guests than either hotel location or price.” (Market Metrix, January 2010) – 35% of holidaymakers changed their choice of hotel last year after browsing social media platforms (WTM 2010) • Reviews and reputation affect sales conversion rates – “On Expedia.com, good reviews of 4.0 or 5.0 generate more than double the conversion of a review of 1.0 – 2.9,” Jennifer Davies, Expedia • Reviews and reputation affect the prices you can charge – Consumers were willing to pay up to 20-90% more for a 5-star rated product than for a 4-star rated product [on review sites]. (comScore/Kelsey, October 2007) 3
  • 4. Best Practices in Reputation Management for 2011What’s New In Reputation Management for 2011• Customer service plays a bigger role in marketing – So what? Raise internal awareness – Try this: Show your front-line staff how actions they take are talked about by others online• Semantic analysis helps improve advertising and marketing communications – So what? Guests can help you run more effective marketing campaigns – Try this: Get ideas for your advertising campaigns based on online feedback• Semantic analysis helps improve quality – So what? Now you have a virtual 24/7 mystery shopper – Try this: Make your investment decisions based on semantic analysis of reviews• Quality indexes can be used to maximize revenue – So what? There is a direct link between your online reputation and the prices you can charge – Try this: Cross-compare pricing data with reputation indexes• Reputation plays an increasingly important role in the sales cycle – So what? Opportunities exist for increasing sales volume and conversion rates – Try this: Let your guests act as salespeople by sharing their online feedback 4
  • 5. Best Practices in Reputation Management for 2011Types of Review Sites Today (And How They Differ) 1. Travel communities (TripAdvisor, Qype) 2. Online travel agencies (Booking.com, Expedia) 3. Social networks and „mini-reviews‟ (Twitter, Facebook, Foursquare) 5
  • 6. Best Practices in Reputation Management for 2011How To Become A Better Listener 6
  • 7. Best Practices in Reputation Management for 2011How To Use A Paid Tool To Become A Better Listener . Use a review dashboard to get a centralized overview . Use alerts to receive instant notifications . Use reports to show guest satisfaction trends over time . Use saved social searches to identify real-time opportunities 7
  • 8. Best Practices in Reputation Management for 2011Semantic Analysis To Understand Sentiment The value of semantic analysis is in understanding the feelings expressed online toward specific areas of your hotel or brand. » Use this for improving quality » Use this for investment decisions » Use this for advertising strategy & marketing communications 8
  • 9. Best Practices in Reputation Management for 2011Use semantic analysis to guide decision making 9
  • 10. Best Practices in Reputation Management for 2011Basic Best Practices In Responding To Reviews• Why respond to online reviews?• Establish your response system and internal workflow• Remember: speed of responses and the meaningfulness of those responses are important• Stand out from 95% of companies by – Listening – Acting on feedback – Communicating the changes back to the customer• Opportunity: use social media to identify items before they turn into major issues 10
  • 11. Best Practices in Reputation Management for 2011How To Develop Your Company Culture • Actively encourage online feedback from guests • Build a culture of online reputation internally • Clarify different roles for different people • Create specific uses for online feedback to help your managers become more effective in their roles 11
  • 12. Best Practices in Reputation Management for 2011Any Questions? Want more ideas? • Presentation by TripAdvisor and HK Hotels at Tnooz: http://josiah.ms/Tnooz-TripAdvisor • Free guides and case studies: http://www.ReviewPro.com/blog Any questions about optimizing your online reputation? Ask me any question, any time: • josiah@reviewpro.com • Twitter: @HmarketingHelp @ReviewPro 12

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