Reputation Management
and Beyond
Getting the Most from Traveler Reviews
17 August 2011
Kevin May,
Editor
Poll no. 1
HKHotels

Adele Gutman
VP of Sales, Marketing &
Revenue
HKHotels
HKHotels Rankings On August 14th!
The Power of Social Media
 70,000-100,000 travelers see each hotels profile

every 30 days. That’s all we need to fill ou...
Reputation Creation
 Imagine the reviews you want and

become the hotel that inspires those
reviews!
 Share that vision ...
Step 1. Hire Happy People
Step 2. Smile at Guests!
Step 3. Create Your Reputation!
Our Core Beliefs
 Service is Marketing!

 Anything that touches the

Guest Experience is
Marketing.
 Invest in Guest Ex...
How We Listen
 Ask for the review.

 Don’t be defensive.
 What can we learn?
 How can we share

our perspective?
 Thi...
Poll no. 2
Optimizing your hotels‟ web presence
with reviews and user-generated content
By Josiah Mackenzie
August 2011
Show Me The Money! How Online Reviews and
UGC Make Sales
Online guest reviews and user generated content can help hotels
g...
Reviews and UGC for Search Engine Optimization
For a long time, the key benefits of reviews and UGC was that they provided...
Optimizing Your Website With Online Reviews

Reviews for Increasing Direct Sales
•

Many people who leave your hotel websi...
Optimizing Your Website With Online Reviews

How HKHotels Displays Social Proof

19
Optimizing Your Website With Online Reviews

More Review Publishing Examples

20
Optimizing Your Website With Online Reviews

Example: Pueblo Bonito Resorts

21
Optimizing Your Website With Online Reviews

Example: Fierro Hotel

22
Optimizing Your Website With Online Reviews

Make It Easy – Bridge the Online/Offline Gap

23
Optimizing Your Website With Online Reviews

Putting Rich Media UGC On Your Site
Hotel SO uploads photos of their guestboo...
Optimizing Your Website With Online Reviews

Example: Seven Hotel

25
Optimizing Your Website With Online Reviews

Key Points To Remember About UGC
The next time you receive positive feedback,...
Optimizing Your Website With Online Reviews

Test, Test, Test
Setup A/B split tests to track everything and identify impro...
Any Questions About Optimizing Your Presence
with UGC?
Email me:

josiah@reviewpro.com
Or connect on Twitter:

@Hmarketing...
Poll no. 3
The world’s largest travel site

How hoteliers can turn traveler
reviews into opportunities
Presented by
Brian Payea, Head...
The world’s largest travel site

How important are user reviews to you when
determining which hotel to stay at?
3%
16%
Not...
The world’s largest travel site

I won‟t book a property unless it has reviews.
21%

49%

Disagree (1-3)
Neutral (4-6)

Ag...
The world’s largest travel site

TripAdvisor reviews are largely positive
45%

Average score is 3.90
Percentage of all rat...
The world’s largest travel site

Management responses:
A critical part of reputation management
• Why bother?
• How to mak...
The world’s largest travel site

Seeing a management response to reviews
is important to me.
7%

22%
Disagree (1-3)

71%

...
The world’s largest travel site

If I was considering two comparable properties, the
presence of management responses on o...
The world’s largest travel site

A management response to
a bad review reassures me.
2%

A management response
to a good r...
The world’s largest travel site

Tnooz Webinar

38
The world’s largest travel site

Tnooz Webinar

39
The world’s largest travel site

But not this way…
“People that lack taste and a life of their
own should try to venture o...
The world’s largest travel site

An aggressive management response to a bad
review makes the hotel look worse.
11%

Disagr...
The world’s largest travel site

A prime example
• What this resort does right:
– Shows that that reviews are
important by...
The world’s largest travel site

Traveler feedback on management responses
“I like it that the Hotel management
responds t...
The world’s largest travel site

From a little crowded…

Tnooz Webinar

44
The world’s largest travel site

…to reorganized and streamlined

Tnooz Webinar

45
The world’s largest travel site

More resources on Management Responses
• Video: The power of
management responses
to gues...
The world’s largest travel site

Thank you!

Tnooz Webinar
Poll no. 4
Q&A
Thank You!
Archive copy of today’s webinar will appear on
www.tnooz.com within a few days.
Questions and comments: Kevin M...
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Tnooz-TripAdvisor webinar - Reputation management and beyond

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Slides from a Tnooz-TripAdvisor hosted webinar in August 2011. The session focussed on ideas on delivering an outstanding guest experience, optimising a hotel's web presence with reviews and user generated content, and how hoteliers can turn traveler reviews into opportunities.

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  • Most of the time when I give presentations about general usage of UGC for branding and marketing, it takes over an hour to go through all the examples and convince people with numbers like 90% of travelers checking reviews when planning their trip….or how 96% of online Americans have joined Facebook. Today, I just have 10 minutes….so I’m going to cut to the chase, assume you already know all that stuff…and focus this a little more on how you can use UGC and reviews to make money. I could talk with you about how hundreds of millions are using social networking – sharing stuff everywhere….but while that’s true, everyone I talk to says “Show me the money!!”Both of these methods can be tested and proven. I’m not going to talk in generalities. Go out and try this for yourself and measure the improvement.
  • In many ways, Google *is* your web presence.
  • What about those direct sales?
  • Live demo: http://www.pueblobonito.com/guest-reviews.aspx
  • Starting a tumblr, etc with reviews and UGC is a very easy, low-cost way to increase your web footprint while selling
  • People say this is all good, but how do I collect material. Obviously you need to be asking for people to share their feedback on sites like TripAdvisor, but also think about what you already have….and can move online
  • It allows them to share experiences with friends and family. It helps other travelers. It builds their own social profile.Big summary: Get your guests sharing online, then publish those reviews EVERYWHERE to maximize your web presence and revenues.Traits of highly effective guestsourcingA plan and organizational culture of actively encouraging guests to produce contentProviding resources and access to produce the contentExplaining a way to organize content uploaded to the internet (hashtags, etc)Creating a central access point for others to access the content (on your site or Flickr group)Developing sharing mechanisms to distribute the content
  • Of course, there’s a right and a wrong way to do everything…..These are a few management responses that didn’t make it on to our site – we do make an effort to save impetuous owners from themselves -- but they nicely illustrate what you don’t want to do. Take a few minutes to review our management response policies, also available in our Owners’ Center. Your response does need to be family-friendly, professional, and in line with all of our guidelines in order to be published.
  • Tnooz-TripAdvisor webinar - Reputation management and beyond

    1. 1. Reputation Management and Beyond Getting the Most from Traveler Reviews 17 August 2011
    2. 2. Kevin May, Editor
    3. 3. Poll no. 1
    4. 4. HKHotels Adele Gutman VP of Sales, Marketing & Revenue
    5. 5. HKHotels
    6. 6. HKHotels Rankings On August 14th!
    7. 7. The Power of Social Media  70,000-100,000 travelers see each hotels profile every 30 days. That’s all we need to fill our hotels.  About half our revenue comes from our own website.  We have so much demand generated by our reputation and the social media we don’t need to pay other companies to generate revenue for us: We are not dependant on paid advertising  We are not dependant on OTAs  We are not dependant on wholesale contracts  We don’t need to make sales trips or attend tradeshows  We definitely don’t need flash sales 
    8. 8. Reputation Creation  Imagine the reviews you want and become the hotel that inspires those reviews!  Share that vision with every employee.  Get ready to work.  Shortcuts? Forgettaboutit!  Hire people wired for people pleasing.  Lead. Train. Empower. Be Amazed!
    9. 9. Step 1. Hire Happy People
    10. 10. Step 2. Smile at Guests!
    11. 11. Step 3. Create Your Reputation!
    12. 12. Our Core Beliefs  Service is Marketing!  Anything that touches the Guest Experience is Marketing.  Invest in Guest Experience.  A good stay is not enough. – Wow them! Wow them all!  Issues should be handled before they walk out the door.
    13. 13. How We Listen  Ask for the review.  Don’t be defensive.  What can we learn?  How can we share our perspective?  This isn’t just PR.  Be Authentic.  Do what you say.
    14. 14. Poll no. 2
    15. 15. Optimizing your hotels‟ web presence with reviews and user-generated content By Josiah Mackenzie August 2011
    16. 16. Show Me The Money! How Online Reviews and UGC Make Sales Online guest reviews and user generated content can help hotels generate sales two ways: • Indirectly: by increasing rankings in search engines, bringing more traffic to your website • Directly: by improving sales conversion rates by increasing consumer confidence 16
    17. 17. Reviews and UGC for Search Engine Optimization For a long time, the key benefits of reviews and UGC was that they provided fresh content. Now, major search engines take reviews into account for their ranking algorithms. Why are search rankings important? “The average travel purchase online involves over 50 unique search queries and 2.5 hours of research time” [Google at EyeforTravel conference, May 2011] Each of these searches is an opportunity to introduce your brand….if people see you. • • • • The top result on a search page gets clicked 42% of the time The top 3 results get 79% of the total clicks The top 5 results get 88% of clicks Only 3% of searchers go beyond the first page of results pages Placement in search results plays a huge role in how much website traffic your hotels receive! 17
    18. 18. Optimizing Your Website With Online Reviews Reviews for Increasing Direct Sales • Many people who leave your hotel websites do so to read online reviews elsewhere. Publishing reviews directly on your hotel websites can cut down on this loss of traffic, and encourage more direct bookings. • Increasing consumer confidence is another key factor in encouraging more direct sales, and placing reviews on your websites can increase this confidence. • These issues are particularly important for small and independent hotels that may not have the recognition of a large chain brand. World Travel Market 18
    19. 19. Optimizing Your Website With Online Reviews How HKHotels Displays Social Proof 19
    20. 20. Optimizing Your Website With Online Reviews More Review Publishing Examples 20
    21. 21. Optimizing Your Website With Online Reviews Example: Pueblo Bonito Resorts 21
    22. 22. Optimizing Your Website With Online Reviews Example: Fierro Hotel 22
    23. 23. Optimizing Your Website With Online Reviews Make It Easy – Bridge the Online/Offline Gap 23
    24. 24. Optimizing Your Website With Online Reviews Putting Rich Media UGC On Your Site Hotel SO uploads photos of their guestbook to the web: 24
    25. 25. Optimizing Your Website With Online Reviews Example: Seven Hotel 25
    26. 26. Optimizing Your Website With Online Reviews Key Points To Remember About UGC The next time you receive positive feedback, ask the guest to share that experience online. (But remember to communicate what they have to gain from the process!) Establish mechanisms to organize it all: • To organize uploads (tags and hashtags) • To centralize access (Flickr, Facebook groups) • To share the content (website section, blog, etc) 26
    27. 27. Optimizing Your Website With Online Reviews Test, Test, Test Setup A/B split tests to track everything and identify improvement opportunities. A few suggested metrics to begin with include: • • • • Time on site Bounce rates Page exit rates Sales conversion rates 27
    28. 28. Any Questions About Optimizing Your Presence with UGC? Email me: josiah@reviewpro.com Or connect on Twitter: @HmarketingHelp @ReviewPro More ideas, interviews, and case studies: http://www.ReviewPro.com/blog 28
    29. 29. Poll no. 3
    30. 30. The world’s largest travel site How hoteliers can turn traveler reviews into opportunities Presented by Brian Payea, Head of Industry Relations August 17, 2011 Tnooz Webinar
    31. 31. The world’s largest travel site How important are user reviews to you when determining which hotel to stay at? 3% 16% Not important (1-3) Neutral (4-6) 81% Important (7-10) A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey” Tnooz Webinar 31
    32. 32. The world’s largest travel site I won‟t book a property unless it has reviews. 21% 49% Disagree (1-3) Neutral (4-6) Agree (7-10) 30% A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey” Tnooz Webinar 32
    33. 33. The world’s largest travel site TripAdvisor reviews are largely positive 45% Average score is 3.90 Percentage of all ratings, October 2010 27% 9% 8% 1 2 Tnooz Webinar 11% 3 4 5 33
    34. 34. The world’s largest travel site Management responses: A critical part of reputation management • Why bother? • How to make it count. • How to do it. Tnooz Webinar 34
    35. 35. The world’s largest travel site Seeing a management response to reviews is important to me. 7% 22% Disagree (1-3) 71% Neutral (4-6) Agree (7-10) A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey” Tnooz Webinar 35
    36. 36. The world’s largest travel site If I was considering two comparable properties, the presence of management responses on one would sway me in its favor. 4% 28% Disagree (1-3) 68% Neutral (4-6) Agree (7-10) A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey” Tnooz Webinar 36
    37. 37. The world’s largest travel site A management response to a bad review reassures me. 2% A management response to a good review makes me think highly of the hotel. 2% 19% 20% Disagree (1-3) Neutral (4-6) 79% Disagree (1-3) Neutral (4-6) Agree (7-10) 78% Agree (7-10) A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey” Tnooz Webinar 37
    38. 38. The world’s largest travel site Tnooz Webinar 38
    39. 39. The world’s largest travel site Tnooz Webinar 39
    40. 40. The world’s largest travel site But not this way… “People that lack taste and a life of their own should try to venture out into the real world instead of hiding behind a computer spewing meaningless factless verbiage.” “Prove the date of your stay because such an incident has never been recorded in the archives of our Hotel. We regret that some customers spoil the time by writing negative comments for Hotels.” Tnooz Webinar 40
    41. 41. The world’s largest travel site An aggressive management response to a bad review makes the hotel look worse. 11% Disagree (1-3) 60% 29% Neutral (4-6) Agree (7-10) A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey” Tnooz Webinar 41
    42. 42. The world’s largest travel site A prime example • What this resort does right: – Shows that that reviews are important by notifying guests that they share reviews with their staff – Lets future guests know that they strive for excellence in customer service – Subtlety markets by including that it is an award-winning resort – Refers to resort website for important details about the resort and what sets it apart from others – Apologizes Tnooz Webinar
    43. 43. The world’s largest travel site Traveler feedback on management responses “I like it that the Hotel management responds to posts here – says a lot “I also like the fact that a management about their focus on their customers.” representative replies to some comments -TripAdvisor member hazy-amersham „Lennons “The by guests. This tells me that mademanager of the hotel did respond, but it took him a month to a hotel that care the seemingly on Chifley‟ are do so. I appreciateabout their thorough response given, but I to lengths to guests and reputation and gowish he‟d done so in a more timely manner. I might have overcome acknowledge and rectify issues. Well done.” my concerns about the safety of staying at his hotel and kept my reservation.” -TripAdvisor member Rosli -TripAdvisor member OhioGirlScout Tnooz Webinar 43
    44. 44. The world’s largest travel site From a little crowded… Tnooz Webinar 44
    45. 45. The world’s largest travel site …to reorganized and streamlined Tnooz Webinar 45
    46. 46. The world’s largest travel site More resources on Management Responses • Video: The power of management responses to guests’ reviews • Tip sheet: Best practices for responding to traveler reviews • Guide: How to respond to traveler reviews on TripAdvisor • All on the “What TripAdvisor can do for you” page on the Management Center Tnooz Webinar 46
    47. 47. The world’s largest travel site Thank you! Tnooz Webinar
    48. 48. Poll no. 4
    49. 49. Q&A
    50. 50. Thank You! Archive copy of today’s webinar will appear on www.tnooz.com within a few days. Questions and comments: Kevin May, kevin@tnooz.com
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