Hotel Reputation Management
Hotel Reputation Management is managing the reputation of a
hotel, meaning understanding or influencing the public’s views
and opinions of a hotel. Hotel Reputation management is for
small or large hotels, as well as well-established hotels wanting
to promote themselves and for new hotels trying to build their
CMH - MBA 2B
KWAN Chunwai, Cliff
The number of people viewing the review sites
has increased drastically
The number of hotel reviews has increased over years
Why Hotel Reputation Management is
Many people in the business see Reputation = Revenue
• It is imperative to keep up with the available online mediums
and changing trends, in turn better communicating with the
hotel‟s customers, building hotel‟s customer base, and
managing hotel‟s reputation to build a strong brand.
• As a research shows, 93% of hotel guests are influenced by
reviews, and the majority of them book a hotel replying on
them. Therefore, if a hotel knows how to monitor, analyze,
manage and improve the hotel‟s online reputation, it will show
positive image of the hotel and then more guests will have
confidence to choose this hotel and thus will increase the
revenue of the hotel.
Services offered for managing hotel
Below is a list of ways to get your name out there and build up your good reputation
-Blogging – Maintaining a relevant blog that is updated every day
-Directory listings – Listing a website in directories using optimized keywords
-Solicit reviews – Encourage your customers to leave positive, online feedback
whenever possible (we have a great system for this!)
-Online publicity – Syndicated article writing, links, and banners
-Social networking – Building pages on Facebook, Twitter, Pinterest, YouTube, etc.
and keeping them updated
-Global Review Index - The proprietary reputation index incorporates data from more
than 100 review sites and OTAs worldwide, and is fast becoming the industry standard
for hospitality reputation management.
Services offered for managing hotel
• -Guest Survey Management - Import data from your existing guest survey
provider or benefit from ReviewPro‟s next generation guest survey solution for
• Sentiment Analysis - Our award-winning technology analyzes hundreds of
millions of reviews to reveal customer sentiment and identify opportunities for
improvement across more than 120 hospitality-specific categories and
• Competitive Intelligence - Our proprietary system for tracking competitive
intelligence allows you to compare trends by GRI ranking, department, review
• Social Media Monitoring - from the most relevant social media platforms
• The ReviewPro Quality Seal displays reviews from more than 100 sources,
and shows overall guest satisfaction according to the GRI.
Are Visual Reviews important ?
We all know that customer reviews are vitally important. They can make or break
a hotel and its reputation.
In 2012, one of YouTube„s executives told a conference that around 90% of all
web traffic will soon be video.
Therefore, videos are becoming more attractive for businesses and their
marketing strategy. If the videos are managed well, it also drives trust and
conversions. With online videos, hotels can generate traffic that can save them
In a travel report from 2012 provided by Google, the findings show that “travelers
watch a mix of user generated videos and professionally made videos at all
stages of travel planning”. Overall, 89% of leisure travelers said to watch online
videos and 21% explicitly use online videos as a resource for planning their
The travel report by Google further found out that 45% of leisure travelers
and 72% of business travelers said they were prompted to book as a result
from watching videos online while travel planning. This shows that online
videos are becoming more and more significant and effective because they
are increasingly influencing travel planning decisions.
• For the travel and hospitality industry, video reviews can quite effectively
be integrated and used for their advantage. Hotels can (and already do)
collect their own high quality reviews far more easily than standard
eCommerce sites. The methods for taking reviews can be:
• Via emails
• Via a hotel’s mobile application
• Via special purpose tablets placed in the lobbies or rooms
• This allows the the hotel to collect genuine reviews by their guests and
increase trustworthiness of the reviews. The videos can then be
aggregated and posted to YouTube and the hotel website amongst other