5 Key Trends in Online Reputation Management for Hotels
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5 Key Trends in Online Reputation Management for Hotels

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5 Key Trends in Online Reputation Management for Hotels 5 Key Trends in Online Reputation Management for Hotels Presentation Transcript

  • 5 Key Trends in Online Reputation Management for Hotels! March 8th, 2012!March 8th 2012!  
  • About The Company •  Founded in October 2008, ReviewPro is based in Barcelona and has a team of nearly 60 people!March 8th 2012! 2!
  • 5 Key Trends in Online Reputation Management 1.  Online indexes will become the leading barometer for guest satisfaction benchmarking " 2.  The impact of social analytics will play a key role in revenue management! 3.  The social web will allow for turning insight into action across the entire organization! 4.  Short-format & mobile reviews will become increasingly important! 5.  Hoteliers will realize that it is one thing to “join the gym” and another thing to “get into shape”!March 8th 2012! 3!
  • The key driver for your businessMarch 8th 2012! 4!
  • Unparalled universe of data Global Review Semantic IndexTM! Analysis! ONLINE REPORTING! ALERTS! TOOL!March 8th 2012! 5!
  • The GRI as a leading industry benchmark“" Up to 20% of the variable salary of our directors is now determined on the position of the hotel in online review rankings. The idea is to incentivize that the hotels are always in the top three positions in the market they compete in.! Gabriel Escarrer Jaume, CEO, Meliá Hotels International
 (in Expansion.com) !March 8th 2012! 6!
  • 5 Key Trends in Online Reputation Management 1.  Online indexes will become the leading barometer for guest satisfaction benchmarking ! 2.  The impact of social analytics will play a key role in revenue management" 3.  The social web will allow for turning insight into action across the entire organization! 4.  Short-format & mobile reviews will become increasingly important! 5.  Hoteliers will realize that it is one thing to “join the gym” and another thing to “get into shape”!March 8th 2012! 7!
  • Your ORM has a direct impact on revenue“" “" Guests are willing to pay 38% A 1-point increase in a more for hotels whose online review score equates to a reviews indicate top-level 9% increase in average service ! daily rate.! comScore" Brian Ferguson, Expedia"March 8th 2012! 8!
  • Three ways your online reputation influences revenue 1.  Maximizing ADR! 2.  Optimizing online distribution revenue! 3.  Increasing conversion rates on your own website!March 8th 2012! 9!
  • Maximizing ADR •  Some of our chain customers use the following approach:! –  Export the Global Review IndexTM (GRITM) for each hotel from ReviewPro ! –  Cross-reference GRITM with each hotelʼs ADR data! –  Identify potential price increases! •  Monitoring guest response has proven that people are prepared to pay a higher price for excellence in service! ADR x x x x GRIMarch 8th 2012! 10!
  • Optimizing online distribution revenue •  Source Indexes to identify opportunities to optimize online distribution strategy! •  Competitive analysis helps identify opportunities where a small effort can lead significant increases in online distribution revenue!March 8th 2012! 11!
  • Increasing conversion rates •  ReviewPro Quality Seal and review publishing feed increase trust and help increase conversion rates!March 8th 2012! 12!
  • 5 Key Trends in Online Reputation Management 1.  Online indexes will become the leading barometer for guest satisfaction benchmarking ! 2.  The impact of social analytics will play a key role in revenue management! 3.  The social web will allow for turning insight into action across the entire organization" 4.  Short-format & mobile reviews will become increasingly important! 5.  Hoteliers will realize that it is one thing to “join the gym” and another thing to “get into shape”!March 8th 2012! 13!
  • Product improvement •  Used semantic analysis to improve breakfast offering! •  Significantly reduced the number of negative reviews and comments! “" Our overall ratings improved considerably after we implemented these measures.! ! " "" - Ricardo Samaan, Olivia Plaza Hotel" "March 8th 2012! 14!
  • Managing improvement within the organizationMarch 8th 2012! 15!
  • Share feedback throughout the organization •  CitizenM hotels share the monthly reports with their entire team by hanging them up in the staff room! •  Small competitions between the hotels ensure everyone is aware of online reputation!March 8th 2012! 16!
  • 5 Key Trends in Online Reputation Management 1.  Online indexes will become the leading barometer for guest satisfaction benchmarking ! 2.  The impact of social analytics will play a key role in revenue management! 3.  The social web will allow for turning insight into action across the entire organization! 4.  Short-format & mobile reviews will become increasingly important" 5.  Hoteliers will realize that it is one thing to “join the gym” and another thing to “get into shape”!March 8th 2012! 17!
  • Customer Service: Corinthia Hotels •  Use their Twitter account to provide service to their guests
 ! “" Weʼre turning negatives into positives. Weʼre transparent in reacting to issues in front of everyone. That helps our customers trust us.! Jason Potter, Corinthia Hotels!March 8th 2012! 18!
  • 5 Key Trends in Online Reputation Management 1.  Online indexes will become the leading barometer for guest satisfaction benchmarking ! 2.  The impact of social analytics will play a key role in revenue management! 3.  The social web will allow for turning insight into action across the entire organization! 4.  Short-format & mobile reviews will become increasingly important! 5.  Hoteliers will realize that it is one thing to “join the gym” and another thing to “get into shape”"March 8th 2012! 19!
  • ORM requires continuous work •  The leading hotel organizations are:! –  Establishing clear goals for GMʼs and other employees! –  Leveraging opportunity across multiple departments! –  Including ORM as part of their regular reporting processes! •  ReviewPro porvides on-going support! –  Guides and case studies! –  Introduction training for all users! –  Special client webinars on latest trends 
 and best practices!March 8th 2012! 20!
  • Contact R.J. Friedlander" CEO! ! ! rfriedlander@reviewpro.com! Twitter: @rjfriedlander! Skype: rjfbcn! Mobile: +34 610 459 003! Website: www.reviewpro.com! Stop by our stand: ! Hall 7.1c (eTravel World), Stand 111"March 8th 2012! 21!