2. Reviewpro webinar
Reviewpro
Reviewpro was established in 2008 and since:
• For thousands famous clients in various ountries manages…
• … online reputation…
• …in order to increase benefits
• … develop competitive advantages
• … through guests reviews measurements
• Competitors analysis
• Guests satisfaction
The Cornell research
• 7 experts
• Use of data in an optimisational goal
• Distribution channels
• Strenghening links between guests reviews and hotel performance
• Reviews impact on purchase decision, reputation and global performance
L.LOZANO-CARPIO MBA2B
3. Measurement tools
Global Review Index
• Data gathering out of various sites (OTA, …)
• Analysis of data to assess clients satisfaction
• …but also competitors
Impact of UGC
• Crucial and direct link between UGC and revenue
• Traffic on sites
• Influence on purchase decisions and patterns
• Reputation
• Revenue and the metrics associated (RevPar, Adr, Occupancy rate)
L.LOZANO-CARPIO MBA2B
4. The link between reviews and revenue
According to the example provided:
Rise of 1 point in reviews score • +13,5% of being booked probability
• Possibility to raise up to 8% the price and
keep the same probability of purchase
New shift in customer behavior and reputation management implications
• Internet and UGC sites have become new business center where the revenue is at stake
• Metamorphosis of RevManagers profile (they must consider demand creation,
capture and management, working in collaboration with other departments)
• Strategies have become more subtle and complicated
• Field of action and assessment wider (internal and external metrics)
• The RevManager is definitely the right actor to structure and connect pricing patterns
and quality index
L.LOZANO-CARPIO MBA2B
5. The metrics
• The new tool is QPI (quality Penetration Index) which will be used as follows:
QPI = GRI of hotel / Competitors average GRI
• Pricing strategy
vs • STR
GRI
• Competitors
• Forecasts
L.LOZANO-CARPIO MBA2B
6. ORM is the Revenue Maximization of the future
• Internet is now in everybody’s veins
• Rating even more
• Link between ratings, overall and global reputation to metrics and revenue is now
obvious, crucial and key point of pricing strategies
Implications
• Revenue Managers must evolve and keep ahead of tendencies and competitors
• Their profile and range of skills broadened and must keep on broadening
• The business is getting even more global through internal and external
factors and indicators
L.LOZANO-CARPIO MBA2B
