Seminario ahp hotel distribution ahp-hotrec

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Seminario ahp hotel distribution ahp-hotrec

  1. 1. 10 princípios para Hotel review sites
  2. 2. Permitem aos turistas, antes ainda de procederem às suas reservas, o acesso ao relato (escrito) da experiência de outros turistas clientes de determinado hotel As site reviews Os Clientes • podem descrever a sua experiência relativamente á estadia • são assistidos na busca do hotel que melhor se ajuste aos seus requisitos de busca, de acordo com as reviews dos clientes anteriores.
  3. 3. Os sitios de reviews dum hotel permitem á unidade hoteleira: • apresentar a sua oferta num ambiente amigável ao consumidor; • endereçar melhor determinados nichos de mercado; • aproveitar o feedback deixado nos sítios para melhor conhecer os pontos fracos da oferta; • utilizar estas avaliações para fazer benchmark da satisfação dos clientes Os sitios de reviews podem, infelizmente, ser o local para práticas comerciais ilicitas As site reviews
  4. 4. LAW OF FEW 10% INFLUENCE PURCHASING BEHAVIOR OF OTHER 90% 91% LIKELY TO BUY ON RECOMMENDATION
  5. 5. Inserir slide 18 de lonely 1225… Trust:e-trust Source: Forrester Research
  6. 6. Inserir slide 21de lonely 1225…
  7. 7. 10 principles proposed by the hotel industry relating to “hotel review” sites 1. Editorial control Guest reviews should only be published after verification by qualified editorial staff of the authenticity and reliability of the entry. 2. Prevention of manipulation 2.1 Site providers should ensure that reviews of a hotel are provided only by guests who have actually stayed at the hotel. 2.2 Ratings should be based on an arithmetic average or statistical median, excluding under both systems the best and worst 10 % of evaluations from the calculation. 2.3 The number of ratings should be a factor in the calculation of ranking. 3. Quality assurance 3.1 Site providers should ensure that hotel contact coordinates, basic content data, availability or rates figures shown on their sites are displayed accurately. 3.2 Reviews should only refer to the hotel facilities that are actually offered by the hotel. For example, an evaluation of the “gastronomic” performance of a hotel offering breakfast only should not influence the rating of this hotel. 3.3 The hotel guest should be led to comment exclusively upon the services and offers he/she actually took advantage of during his/her stay at the hotel. For example a guest not using the spa facilities or the restaurant of a hotel should refrain from posting a review of these hotel facilities. 3.4 Review sites should provide the user with evaluation criteria, which are · relevant; · with appropriate levels of detail; and · commensurate with the characteristics of the hotel. 3.5 The user should be given the opportunity to express the evaluation not only via ratings but also via “open” texts. As reviews dum hóspede devem ser publicadas depois de verificada por staff editorial qualificado a autenticidade da entrada. 10 princípios para Hotel review sites 1. Controlo editorial
  8. 8. 10 principles proposed by the hotel industry relating to “hotel review” sites 1. Editorial control Guest reviews should only be published after verification by qualified editorial staff of the authenticity and reliability of the entry. 2. Prevention of manipulation 2.1 Site providers should ensure that reviews of a hotel are provided only by guests who have actually stayed at the hotel. 2.2 Ratings should be based on an arithmetic average or statistical median, excluding under both systems the best and worst 10 % of evaluations from the calculation. 2.3 The number of ratings should be a factor in the calculation of ranking. 3. Quality assurance 3.1 Site providers should ensure that hotel contact coordinates, basic content data, availability or rates figures shown on their sites are displayed accurately. 3.2 Reviews should only refer to the hotel facilities that are actually offered by the hotel. For example, an evaluation of the “gastronomic” performance of a hotel offering breakfast only should not influence the rating of this hotel. 3.3 The hotel guest should be led to comment exclusively upon the services and offers he/she actually took advantage of during his/her stay at the hotel. For example a guest not using the spa facilities or the restaurant of a hotel should refrain from posting a review of these hotel facilities. 3.4 Review sites should provide the user with evaluation criteria, which are · relevant; · with appropriate levels of detail; and · commensurate with the characteristics of the hotel. 3.5 The user should be given the opportunity to express the evaluation not only via ratings but also via “open” texts. 2.1 Os promotores dos sítios de reviews devem assegurar que estas apenas tem origem em clientes que tenham de facto permanecido no hotel. 2.2 Avaliações ( rating ) devem basear-se em médias aritméticas ou na mediana estatística, excluindo de ambos os meios os melhores e piores 10% de avaliações. 2.3 O numero de avaliações deve ser factor no cálculo do ranking . 10 princípios para Hotel review sites 2. Prevenção da manipulação
  9. 9. 10 principles proposed by the hotel industry relating to “hotel review” sites 1. Editorial control Guest reviews should only be published after verification by qualified editorial staff of the authenticity and reliability of the entry. 2. Prevention of manipulation 2.1 Site providers should ensure that reviews of a hotel are provided only by guests who have actually stayed at the hotel. 2.2 Ratings should be based on an arithmetic average or statistical median, excluding under both systems the best and worst 10 % of evaluations from the calculation. 2.3 The number of ratings should be a factor in the calculation of ranking. 3. Quality assurance 3.1 Site providers should ensure that hotel contact coordinates, basic content data, availability or rates figures shown on their sites are displayed accurately. 3.2 Reviews should only refer to the hotel facilities that are actually offered by the hotel. For example, an evaluation of the “gastronomic” performance of a hotel offering breakfast only should not influence the rating of this hotel. 3.3 The hotel guest should be led to comment exclusively upon the services and offers he/she actually took advantage of during his/her stay at the hotel. For example a guest not using the spa facilities or the restaurant of a hotel should refrain from posting a review of these hotel facilities. 3.4 Review sites should provide the user with evaluation criteria, which are · relevant; · with appropriate levels of detail; and · commensurate with the characteristics of the hotel. 3.5 The user should be given the opportunity to express the evaluation not only via ratings but also via “open” texts. 3.1 Os promotores dos sítios de reviews devem assegurar que os dados básicos do hotel, incluindo as suas coordenadas ou disponibilidades são apresentados com precisão. 3.2 As reviews devem apenas fazer referência a serviços constantes de facto no portfolio da unidade. Por exemplo a avaliação da oferta gastronómica dum hotel que apenas ofereça BB nao deve influenciar o rating da unidade . 10 princípios para Hotel review sites 3. Garantia de qualidade
  10. 10. 10 principles proposed by the hotel industry relating to “hotel review” sites 1. Editorial control Guest reviews should only be published after verification by qualified editorial staff of the authenticity and reliability of the entry. 2. Prevention of manipulation 2.1 Site providers should ensure that reviews of a hotel are provided only by guests who have actually stayed at the hotel. 2.2 Ratings should be based on an arithmetic average or statistical median, excluding under both systems the best and worst 10 % of evaluations from the calculation. 2.3 The number of ratings should be a factor in the calculation of ranking. 3. Quality assurance 3.1 Site providers should ensure that hotel contact coordinates, basic content data, availability or rates figures shown on their sites are displayed accurately. 3.2 Reviews should only refer to the hotel facilities that are actually offered by the hotel. For example, an evaluation of the “gastronomic” performance of a hotel offering breakfast only should not influence the rating of this hotel. 3.3 The hotel guest should be led to comment exclusively upon the services and offers he/she actually took advantage of during his/her stay at the hotel. For example a guest not using the spa facilities or the restaurant of a hotel should refrain from posting a review of these hotel facilities. 3.4 Review sites should provide the user with evaluation criteria, which are · relevant; · with appropriate levels of detail; and · commensurate with the characteristics of the hotel. 3.5 The user should be given the opportunity to express the evaluation not only via ratings but also via “open” texts. 3.3 O hóspede deve ser levado a comentar, exclusivamente, os serviços de que tenha usufruido durante a estadia no hotel. Por exemplo um hóspede que não tenha usado os serviços de spa ou de restauração deve abster-se de desenvolver review´s sobre essas ofertas. 3.4 Os sitios de reviews devem informar os navegantes sobre os critérios de avaliação, nomeadamente relevancia e niveis de detalhe adequados, compatíveis com as características do hotel. 10 princípios para Hotel review sites 3. Garantia de qualidade (cont.)
  11. 11. 10 principles proposed by the hotel industry relating to “hotel review” sites 1. Editorial control Guest reviews should only be published after verification by qualified editorial staff of the authenticity and reliability of the entry. 2. Prevention of manipulation 2.1 Site providers should ensure that reviews of a hotel are provided only by guests who have actually stayed at the hotel. 2.2 Ratings should be based on an arithmetic average or statistical median, excluding under both systems the best and worst 10 % of evaluations from the calculation. 2.3 The number of ratings should be a factor in the calculation of ranking. 3. Quality assurance 3.1 Site providers should ensure that hotel contact coordinates, basic content data, availability or rates figures shown on their sites are displayed accurately. 3.2 Reviews should only refer to the hotel facilities that are actually offered by the hotel. For example, an evaluation of the “gastronomic” performance of a hotel offering breakfast only should not influence the rating of this hotel. 3.3 The hotel guest should be led to comment exclusively upon the services and offers he/she actually took advantage of during his/her stay at the hotel. For example a guest not using the spa facilities or the restaurant of a hotel should refrain from posting a review of these hotel facilities. 3.4 Review sites should provide the user with evaluation criteria, which are · relevant; · with appropriate levels of detail; and · commensurate with the characteristics of the hotel. 3.5 The user should be given the opportunity to express the evaluation not only via ratings but also via “open” texts. 3.5 Ao navegante dum sítio de reviews deve ser dada a oportunidade de avaliar, não apenas via rating , mas também em texto aberto. 10 princípios para Hotel review sites 3. Garantia de qualidade (cont.)
  12. 12. 10 principles proposed by the hotel industry relating to “hotel review” sites 1. Editorial control Guest reviews should only be published after verification by qualified editorial staff of the authenticity and reliability of the entry. 2. Prevention of manipulation 2.1 Site providers should ensure that reviews of a hotel are provided only by guests who have actually stayed at the hotel. 2.2 Ratings should be based on an arithmetic average or statistical median, excluding under both systems the best and worst 10 % of evaluations from the calculation. 2.3 The number of ratings should be a factor in the calculation of ranking. 3. Quality assurance 3.1 Site providers should ensure that hotel contact coordinates, basic content data, availability or rates figures shown on their sites are displayed accurately. 3.2 Reviews should only refer to the hotel facilities that are actually offered by the hotel. For example, an evaluation of the “gastronomic” performance of a hotel offering breakfast only should not influence the rating of this hotel. 3.3 The hotel guest should be led to comment exclusively upon the services and offers he/she actually took advantage of during his/her stay at the hotel. For example a guest not using the spa facilities or the restaurant of a hotel should refrain from posting a review of these hotel facilities. 3.4 Review sites should provide the user with evaluation criteria, which are · relevant; · with appropriate levels of detail; and · commensurate with the characteristics of the hotel. 3.5 The user should be given the opportunity to express the evaluation not only via ratings but also via “open” texts. Criticas não devem ser anónimas para o promotor do sítio de reviews , por cujo intermédio a unidade hoteleira deve poder reagir. O promotor deve reconfirmar o endereço de correio electrónico usado pelo hóspede, excluindo emails temporários. 10 princípios para Hotel review sites 4. Reviews não anónimas
  13. 13. 10 principles proposed by the hotel industry relating to “hotel review” sites 1. Editorial control Guest reviews should only be published after verification by qualified editorial staff of the authenticity and reliability of the entry. 2. Prevention of manipulation 2.1 Site providers should ensure that reviews of a hotel are provided only by guests who have actually stayed at the hotel. 2.2 Ratings should be based on an arithmetic average or statistical median, excluding under both systems the best and worst 10 % of evaluations from the calculation. 2.3 The number of ratings should be a factor in the calculation of ranking. 3. Quality assurance 3.1 Site providers should ensure that hotel contact coordinates, basic content data, availability or rates figures shown on their sites are displayed accurately. 3.2 Reviews should only refer to the hotel facilities that are actually offered by the hotel. For example, an evaluation of the “gastronomic” performance of a hotel offering breakfast only should not influence the rating of this hotel. 3.3 The hotel guest should be led to comment exclusively upon the services and offers he/she actually took advantage of during his/her stay at the hotel. For example a guest not using the spa facilities or the restaurant of a hotel should refrain from posting a review of these hotel facilities. 3.4 Review sites should provide the user with evaluation criteria, which are · relevant; · with appropriate levels of detail; and · commensurate with the characteristics of the hotel. 3.5 The user should be given the opportunity to express the evaluation not only via ratings but also via “open” texts. 5.1 Um sítio de reviews apenas deverá visualizar reviews quando o número de críticas/comentários para uma determinada unidade for significativa relativamente ao seu numero de quartos. 5.2 Neste contexto o promotor do sítio deve prestar particular atenção á supervisão de reviews individuais até que o numero mínimo crítico seja alcançado. 10 princípios para Hotel review sites 5. Numero mínimo garantido de reviews
  14. 14. 10 principles proposed by the hotel industry relating to “hotel review” sites 1. Editorial control Guest reviews should only be published after verification by qualified editorial staff of the authenticity and reliability of the entry. 2. Prevention of manipulation 2.1 Site providers should ensure that reviews of a hotel are provided only by guests who have actually stayed at the hotel. 2.2 Ratings should be based on an arithmetic average or statistical median, excluding under both systems the best and worst 10 % of evaluations from the calculation. 2.3 The number of ratings should be a factor in the calculation of ranking. 3. Quality assurance 3.1 Site providers should ensure that hotel contact coordinates, basic content data, availability or rates figures shown on their sites are displayed accurately. 3.2 Reviews should only refer to the hotel facilities that are actually offered by the hotel. For example, an evaluation of the “gastronomic” performance of a hotel offering breakfast only should not influence the rating of this hotel. 3.3 The hotel guest should be led to comment exclusively upon the services and offers he/she actually took advantage of during his/her stay at the hotel. For example a guest not using the spa facilities or the restaurant of a hotel should refrain from posting a review of these hotel facilities. 3.4 Review sites should provide the user with evaluation criteria, which are · relevant; · with appropriate levels of detail; and · commensurate with the characteristics of the hotel. 3.5 The user should be given the opportunity to express the evaluation not only via ratings but also via “open” texts. 6.1 De forma a melhorar a sua fiabilidade e comparabilidade, os sítios de reviews de serviços hoteleiros devem esforçar-se por harmonizar as suas escalas de rating , ascendentes de 1 (pior) a 10 (melhor), bem como dar orientações sobre o significado da classificação. Em nenhuma circustância devem ser usadas estrelas, para que nenhuma confusão com a classificação hoteleira possa ser feita. 10 princípios para Hotel review sites 6. Harmonização de escalas de rating
  15. 15. 10 principles proposed by the hotel industry relating to “hotel review” sites 1. Editorial control Guest reviews should only be published after verification by qualified editorial staff of the authenticity and reliability of the entry. 2. Prevention of manipulation 2.1 Site providers should ensure that reviews of a hotel are provided only by guests who have actually stayed at the hotel. 2.2 Ratings should be based on an arithmetic average or statistical median, excluding under both systems the best and worst 10 % of evaluations from the calculation. 2.3 The number of ratings should be a factor in the calculation of ranking. 3. Quality assurance 3.1 Site providers should ensure that hotel contact coordinates, basic content data, availability or rates figures shown on their sites are displayed accurately. 3.2 Reviews should only refer to the hotel facilities that are actually offered by the hotel. For example, an evaluation of the “gastronomic” performance of a hotel offering breakfast only should not influence the rating of this hotel. 3.3 The hotel guest should be led to comment exclusively upon the services and offers he/she actually took advantage of during his/her stay at the hotel. For example a guest not using the spa facilities or the restaurant of a hotel should refrain from posting a review of these hotel facilities. 3.4 Review sites should provide the user with evaluation criteria, which are · relevant; · with appropriate levels of detail; and · commensurate with the characteristics of the hotel. 3.5 The user should be given the opportunity to express the evaluation not only via ratings but also via “open” texts. Em qualquer caso ( review positiva ou negativa), o sitio de reviews deve automaticamente oferecer ao hotel a possibilidade de reagir (usando por exemplo um sistema de alertas por email ). Desta forma possibilita-se á unidade o acesso e a gestão das queixas do cliente de forma activa e on-time Quando disponível, deverá tambem ser facilitado acesso aos serviços de coordenação/supervisão da actividade hoteleira ou seus mediadores. 10 princípios para Hotel review sites 7. Direito de resposta
  16. 16. 10 principles proposed by the hotel industry relating to “hotel review” sites 1. Editorial control Guest reviews should only be published after verification by qualified editorial staff of the authenticity and reliability of the entry. 2. Prevention of manipulation 2.1 Site providers should ensure that reviews of a hotel are provided only by guests who have actually stayed at the hotel. 2.2 Ratings should be based on an arithmetic average or statistical median, excluding under both systems the best and worst 10 % of evaluations from the calculation. 2.3 The number of ratings should be a factor in the calculation of ranking. 3. Quality assurance 3.1 Site providers should ensure that hotel contact coordinates, basic content data, availability or rates figures shown on their sites are displayed accurately. 3.2 Reviews should only refer to the hotel facilities that are actually offered by the hotel. For example, an evaluation of the “gastronomic” performance of a hotel offering breakfast only should not influence the rating of this hotel. 3.3 The hotel guest should be led to comment exclusively upon the services and offers he/she actually took advantage of during his/her stay at the hotel. For example a guest not using the spa facilities or the restaurant of a hotel should refrain from posting a review of these hotel facilities. 3.4 Review sites should provide the user with evaluation criteria, which are · relevant; · with appropriate levels of detail; and · commensurate with the characteristics of the hotel. 3.5 The user should be given the opportunity to express the evaluation not only via ratings but also via “open” texts. Comentários deixados pelos hospedes devem ser verdadeiros e com base nas experiências pessoais dos seus autores. Os hoteleiros têm o direito legal de protecção contra as críticas difamatórias. Declarações falsas devem ser retirados dos sites de forma rápida e não burocrática 10 princípios para Hotel review sites 8. Segurança jurídica
  17. 17. 10 principles proposed by the hotel industry relating to “hotel review” sites 1. Editorial control Guest reviews should only be published after verification by qualified editorial staff of the authenticity and reliability of the entry. 2. Prevention of manipulation 2.1 Site providers should ensure that reviews of a hotel are provided only by guests who have actually stayed at the hotel. 2.2 Ratings should be based on an arithmetic average or statistical median, excluding under both systems the best and worst 10 % of evaluations from the calculation. 2.3 The number of ratings should be a factor in the calculation of ranking. 3. Quality assurance 3.1 Site providers should ensure that hotel contact coordinates, basic content data, availability or rates figures shown on their sites are displayed accurately. 3.2 Reviews should only refer to the hotel facilities that are actually offered by the hotel. For example, an evaluation of the “gastronomic” performance of a hotel offering breakfast only should not influence the rating of this hotel. 3.3 The hotel guest should be led to comment exclusively upon the services and offers he/she actually took advantage of during his/her stay at the hotel. For example a guest not using the spa facilities or the restaurant of a hotel should refrain from posting a review of these hotel facilities. 3.4 Review sites should provide the user with evaluation criteria, which are · relevant; · with appropriate levels of detail; and · commensurate with the characteristics of the hotel. 3.5 The user should be given the opportunity to express the evaluation not only via ratings but also via “open” texts. Os sitios de reviews devem apenas mostrar reviews actuais. No máximo dois anos depois de ter sido lançada, uma review não deve mais influenciar o rating a que está afecta. Deve também ser eliminada nesse momento. 10 princípios para Hotel review sites 9. Dados actualizados
  18. 18. 10 principles proposed by the hotel industry relating to “hotel review” sites 1. Editorial control Guest reviews should only be published after verification by qualified editorial staff of the authenticity and reliability of the entry. 2. Prevention of manipulation 2.1 Site providers should ensure that reviews of a hotel are provided only by guests who have actually stayed at the hotel. 2.2 Ratings should be based on an arithmetic average or statistical median, excluding under both systems the best and worst 10 % of evaluations from the calculation. 2.3 The number of ratings should be a factor in the calculation of ranking. 3. Quality assurance 3.1 Site providers should ensure that hotel contact coordinates, basic content data, availability or rates figures shown on their sites are displayed accurately. 3.2 Reviews should only refer to the hotel facilities that are actually offered by the hotel. For example, an evaluation of the “gastronomic” performance of a hotel offering breakfast only should not influence the rating of this hotel. 3.3 The hotel guest should be led to comment exclusively upon the services and offers he/she actually took advantage of during his/her stay at the hotel. For example a guest not using the spa facilities or the restaurant of a hotel should refrain from posting a review of these hotel facilities. 3.4 Review sites should provide the user with evaluation criteria, which are · relevant; · with appropriate levels of detail; and · commensurate with the characteristics of the hotel. 3.5 The user should be given the opportunity to express the evaluation not only via ratings but also via “open” texts. Como forma de aumentar a transparência para com os clientes, os sítios de reviews devem indicar quando usam sistema próprio de classificação e fornecer informação sobre o sistema oficial de classificação hoteleira em vigor no país do hotel, incluindo link para o sistema de classificação aplicável. Os sítios de review devem verificar, pelo menos uma vez por ano, junto das autoridades competentes,a classificação (oficial) dos hóteis que promovem. Devem tambem incluir referências aos sistemas de qualidade em vigor nas unidades. 10 princípios para Hotel review sites 10. Indicação da classificação oficial ( )
  19. 20. <ul><li>Referências oficiais: </li></ul><ul><ul><li>Directive 2006/123/EC of the European Parliament and of the Council of 12 December 2006 on services in the internal market, O.J. L 376 of 27.12.06 </li></ul></ul><ul><ul><li>See also: </li></ul></ul><ul><ul><ul><li>Directive 2005/29/EC of the European Parliament and of the Council of 11 May 2005 concerning unfair business-to-consumer commercial practices in the internal market and amending Council Directive 84/450/EEC, Directives 97/7/EC, 98/27/EC and 2002/65/EC of the European Parliament and of the Council and Regulation (EC) No 2006/2004 of the European Parliament and of the Council (‘Unfair Commercial Practices Directive’), O.J. L 149 of 11.6.2005 </li></ul></ul></ul>10 princípios para Hotel review sites
  20. 21. <ul><li>Referências oficiais: </li></ul><ul><ul><ul><li>Directive 97/7/EC of the European Parliament and of the Council of 20 May 1997 on the protection of consumers in respect of distance contracts, O.J. L 144 of 4.6.1997 </li></ul></ul></ul><ul><ul><ul><li>Directive 2000/31/EC of the European Parliament and of the Council of 8 June 2000 on certain legal aspects of information society services, in particular electronic commerce, in the Internal Market ('Directive on electronic commerce'), O.J. L 178 of 17.7.2000 </li></ul></ul></ul><ul><ul><ul><li>European Parliament study on “Online Hotel Reservation Systems”, requested by the IMCO Committee of the EP, February 2009, IP/A/IMCO/FWC/2006-058/LOT4/C1/SC8 </li></ul></ul></ul>10 princípios para Hotel review sites
  21. 22. Connecting People @ www.tourismthinktank.pt

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