ReviewPro ITB Berlin 2013

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

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ReviewPro ITB Berlin 2013

  1. 1. The Impact of Social Media & ORM on RevenueRJ Friedlander! @rjfriedlander!CEO, ReviewPro!March 2013! @reviewpro!
  2. 2. About ReviewPro •  Nearly 5,000 clients in 70 countries trust ReviewPro to improve guest satisfaction and increase revenue!March 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 takeaways! !March 2013! 3!
  4. 4. More things change, More they stay the sameMarch 2013! 4!
  5. 5. More things change, More they stay the sameMarch 2013! 5!
  6. 6. Introduction to Online Reputation Management Listen   React   Revenue   •  Reviews  are  no  longer   •  Posi5ve  Reputa5on  is  about:   •  Increase  Reviews   targeted   •  Communica5on   •  Increase  Distribu5on   •  Wider  audience   •  Internal  ac5ons   •  Steal  Market  Share   •  Understand  Sen5ments   •  Highligh5ng  posi5ves   •  Add  ORM  to  Revenue   •  Monitor  mul5ple   •  Establishing  trust   Metrics   sources   •  Drive  Revenue  March 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 bookings!March 2013! 7!
  8. 8. The future of measuring customer satisfaction Global Review Semantic IndexTM! Analysis! ONLINE EDUCATION REPORTING! ALERTS! TOOL! & SUPPORT!March 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 takeaways! !March 2013! 9!
  10. 10. Product improvements: Olivia Plaza Hotel •  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 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, ʻI usually donʼt write a review, but my stay at citizenM was so special because you did this specific thing that made me think WOW.ʼ! - Diego Sartori, CitizenMMarch 2013! 11!
  12. 12. Service improvements: 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 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 takeaways! !March 2013! 13!
  14. 14. Quantifying the impact of ORM 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! Expedia!March 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! ü  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 GRI!March 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 Loca5on   Seman5c  Men5ons   Room    (“Dirty”,  “Small”,  “Dark  and  Depressing”)   Room    (“Poor  Service”,  “Wifi  Horrible”,  “Slow”)   •  Possible  Internal  Ac5ons:   -  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%   -  Iden5fy  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   bookings  March 2013! 20!
  21. 21. How it looks in ReviewProMarch 2013! 21!
  22. 22. Detail of your weaknesses vs. the competition •  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 hotels!March 2013! 22!
  23. 23. Management & Brand Reports •  Reports Available! –  Executive Summary! –  Quality & Operations! –  Sales & Marketing! –  Brand Reports!March 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 Update!March 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 takeaways! !March 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 revenue!March 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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