The Impact of Social  Media & ORM on  RevenueRJ Friedlander           @rjfriedlanderCEO, ReviewProMarch 2013              ...
About ReviewPro  • Nearly 5,000 clients in 70 countries trust ReviewPro to improve guest satisfaction    and increase reve...
What are we going to talk about?  • Online reputation management as a proxy for tracking and    improving guest satisfacti...
More things change, More they staythe sameMarch 2013                           4
More things change, More they staythe sameMarch 2013                           5
Introduction to Online ReputationManagement             Listen                    React                        Revenue • R...
Opportunity to leverage the social web             Know everything that is being said online about your             hotels...
The future of measuring customersatisfaction                         Global Review   Semantic                            I...
What are we going to talk about?  • Online reputation management as a proxy for tracking and    improving guest satisfacti...
Product improvements: Olivia PlazaHotel                                                  • Used semantic                  ...
Service improvements: CitizenM Hotels  • Checkout includes guest satisfaction check:    – Negative: A manager is involved ...
Service improvements: CorinthiaHotels            • Use their Twitter account to                                           ...
What are we going to talk about?  • Online reputation management as a proxy for tracking and    improving guest satisfacti...
Quantifying the impact of ORM onrevenue“                                            “             Guests are willing to pa...
Study by Cornell University      • Basis of the Analysis:         – More than 930,00 samples reviewed over the period of 2...
Competitive Quality IndexTM (CQI)March 2013                          16
Competitive Quality IndexTM (CQI)March 2013                          17
Revenue Optimizer    • Use the CQI™ alongside other industry metrics(STR,      TravelClick):      – Identify if you are ac...
Revenue classification of “Chain A”March 2013                             19
Revenue Opportunity                                                                                  Revenue Opportunity  ...
How it looks in ReviewProMarch 2013                  21
Detail of your weaknesses vs. thecompetition • The Semantic Analysis for the competition enables you to:  – Which concepts...
Management & Brand Reports    • Reports Available      –   Executive Summary      –   Quality & Operations      –   Sales ...
Snapshot • Daily & Weekly Update of Online Evolution   –   GRI Evolution   –   Number of Reviews   –   Number of Semantic ...
What are we going to talk about?  • Online reputation management as a proxy for tracking and    improving guest satisfacti...
Key takeaways    • The social web provides guest insights that can be turned into      action across the organization    •...
Contact                                        R.J. Friedlander                                        CEO                ...
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ReviewPro ITB Berlin 2013

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A presentation given by RJ Friedlander, (CEO at ReviewPro) at ITB Berlin 2013.

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  • Our vision is to transformDoesanyoneknowhowlongtheoldestcontinualyyfunctioning hotel in theworldis?!00 year, 150 years?Actually, itisthe XXX hotel in Japanwhichis 7XX yearsold and has been in thesamefamilyfor XXX generateionsThekeystosuccesshavealwaysbeenthesameBeen a radical change in thekey drivers tohowwemeasureguestsatisfaction and thefactorsthatinfluenceconsumersdecisión making and drive revenue…. Infact, accordTransition: butifyouwanttofillyour hotel, firstyouneedtogettheattention of potential new guests and convinceyouroldonestoreturn
  • We’re also providing a lot of insight into the individuals mentioning the hotel with our integration with Klout…A key part of marketing could be social influence scoring. Klout has established themselves as a market leader in showing which social media users have the biggest ability to sway online influence. This can be HUGE when building a marketing or PR campaign…
  • We’re also providing a lot of insight into the individuals mentioning the hotel with our integration with Klout…A key part of marketing could be social influence scoring. Klout has established themselves as a market leader in showing which social media users have the biggest ability to sway online influence. This can be HUGE when building a marketing or PR campaign…
  • DanGood news for ReviewPro users. ReviewPro in process of rolling out new performance measure in reporting: Competitive Quality Index. Essentially equivalent of Melia’s Quality Penetration Index, provides way to measure guest review performance relative to competitors. Measured in same way hotels measure market share of rate, occ & revPAR: as an index, with 100 being fair market share, anything over being more than fair MS and anything below being under fair MS. Here’s sneak peak, with graph showing the hotel’s performance against competitors. In Phase 1 you will be able to export this metric with ReviewPro’s other key metrics to integrate into revenue management reporting. In Phase 2 you’ll see graph pictured. And in Phase 3 you’ll be able to import revenue data into ReviewPro to compare GRI and CQI with metrics like rate, occ and revPAR index.
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  • ReviewPro ITB Berlin 2013

    1. 1. The Impact of Social Media & ORM on RevenueRJ Friedlander @rjfriedlanderCEO, ReviewProMarch 2013 @reviewpro
    2. 2. About ReviewPro • Nearly 5,000 clients in 70 countries trust ReviewPro to improve guest satisfaction and increase revenueMarch 2013 2
    3. 3. What are we going to talk about? • Online reputation management as a proxy for tracking and improving guest satisfaction • How innovative hoteliers are leveraging the social web to improve the guest experience • Can increasing your online reputation drive revenue growth? • How we help hotels manage their online reputation • Key takeawaysMarch 2013 3
    4. 4. More things change, More they staythe sameMarch 2013 4
    5. 5. More things change, More they staythe sameMarch 2013 5
    6. 6. Introduction to Online ReputationManagement Listen React Revenue • Reviews are no longer • Positive Reputation is about: • Increase Reviews targeted • Communication • Increase Distribution • Wider audience • Internal actions • Steal Market Share • Understand Sentiments • Highlighting positives • Add ORM to Revenue • Monitor multiple • Establishing trust Metrics sources • Drive RevenueMarch 2013 6
    7. 7. Opportunity to leverage the social web Know everything that is being said online about your hotels – “ 24/7 Mystery Shopper” Identify areas of improvement based upon quantitative & qualitative customer feedback Get your team on the same page Benchmark your guest satisfaction indexes against your direct competitors Maximize online distribution sales and increase direct bookingsMarch 2013 7
    8. 8. The future of measuring customersatisfaction Global Review Semantic IndexTM Analysis ONLINE EDUCATION REPORTING ALERTS TOOL & SUPPORTMarch 2013 8
    9. 9. What are we going to talk about? • Online reputation management as a proxy for tracking and improving guest satisfaction • How innovative hoteliers are leveraging the social web to improve the guest experience • Can increasing your online reputation drive revenue growth? • How we help hotels manage their online reputation • Key takeawaysMarch 2013 9
    10. 10. Product improvements: Olivia PlazaHotel • 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 HotelMarch 2013 10
    11. 11. Service improvements: CitizenM Hotels • Checkout includes guest satisfaction check: – Negative: A manager is involved to resolve problem – Positive: Receptionist encourages sharing experience in review • Higher volume of positive reviews and negative reviews are minimized because guests do not leave the hotel with a negative feeling“ We get people saying, „I usually don‟t write a review, but my stay at citizenM was so special because you did this specific thing that made me think WOW.‟ - Diego Sartori, CitizenMMarch 2013 11
    12. 12. Service improvements: CorinthiaHotels • Use their Twitter account to provide service to their guests“ We‟re turning negatives into positives. We‟re transparent in reacting to issues in front of everyone. That helps our customers trust us. Jason Potter, Corinthia HotelsMarch 2013 12
    13. 13. What are we going to talk about? • Online reputation management as a proxy for tracking and improving guest satisfaction • How innovative hoteliers are leveraging the social web to improve the guest experience • Can increasing your online reputation drive revenue growth? • How we help hotels manage their online reputation • Key takeawaysMarch 2013 13
    14. 14. Quantifying the impact of ORM onrevenue“ “ 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 ExpediaMarch 2013 14
    15. 15. Study by Cornell University • Basis of the Analysis: – More than 930,00 samples reviewed over the period of 2 and a half years – Luxury, Upscale and Midscale establishments – In 11 key markets across the UMS and Europe  Specifically Madrid, London, Rome, Berlin, Milan, Prague, Chicago, Los Angeles, New York, San Francisco and Miami • The study therefore reaffirms the impact of Online Reputation on all offline and online Distribution channels.March 2013 15
    16. 16. Competitive Quality IndexTM (CQI)March 2013 16
    17. 17. Competitive Quality IndexTM (CQI)March 2013 17
    18. 18. Revenue Optimizer • Use the CQI™ alongside other industry metrics(STR, TravelClick): – Identify if you are achieving fair share of market from a quality perspective – CQI is calculated by dividing the GRI with the Competition Average GRIMarch 2013 18
    19. 19. Revenue classification of “Chain A”March 2013 19
    20. 20. Revenue Opportunity Revenue Opportunity • Key trends to analyze further ReviewPro Indexes 82.6% i Cleanliness 80.6% h Value 77.1% h Location Semantic Mentions Room (“Dirty”, “Small”, “Dark and Depressing”) Room (“Poor Service”, “Wifi Horrible”, “Slow”) • Possible Internal Actions: - Set up alerts on ReviewPro for all Managers to be up to date on all reviews from guests to maintain high CQI™ - Set up the monthly reports and Snapshot to be up to date on Scores Nov trends within your hotel CQI 110% - Identify whether you have an opportunity to increase rates RevPAR 78% - Benchmark CQI™ against other metrics in the market - Add the GRI™ widget to the hotel website to drive direct bookingsMarch 2013 20
    21. 21. How it looks in ReviewProMarch 2013 21
    22. 22. Detail of your weaknesses vs. thecompetition • The Semantic Analysis for the competition enables you to: – Which concepts you have posistive and negative mentions – Identify exactly what your competitors customers are saying about specific concepts for the competitor hotelsMarch 2013 22
    23. 23. Management & Brand Reports • Reports Available – Executive Summary – Quality & Operations – Sales & Marketing – Brand ReportsMarch 2013 23
    24. 24. Snapshot • Daily & Weekly Update of Online Evolution – GRI Evolution – Number of Reviews – Number of Semantic Mentions – Social Media Mentions – Competition GRI UpdateMarch 2013
    25. 25. What are we going to talk about? • Online reputation management as a proxy for tracking and improving guest satisfaction • How innovative hoteliers are leveraging the social web to improve the guest experience • Can increasing your online reputation drive revenue growth? • How we help hotels manage their online reputation • Key takeawaysMarch 2013 25
    26. 26. Key takeaways • The social web provides guest insights that can be turned into action across the organization • Proactively managing online feedback can significantly improve the guest experience • The Global Review IndexTM is the leading barometer for online guest satisfaction benchmarking • The impact of social analytics plays a key role in helping you to maximize revenueMarch 2013 26
    27. 27. Contact R.J. Friedlander CEO rfriedlander@reviewpro.com Twitter: @rjfriedlander Skype: rjfbcn Mobile: +34 610 459 003 Website: www.reviewpro.com Visit our booth: Hall 7.1c, Stand 101 (just outside the eTravel Lab)March 2013 27

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