E-reputation for the tourism industry 2015

E-Reputation for hotels
Mikaël Le Luron – September 2015
@mleluron

E-reputation
YES … I will talk to you about TRIPADVISOR
Because it is the biggest actor
Because all of you would want to know more about it
Because, whether we like it or not, as professionals of the
tourism industry we have to live with it
… BUT I will not only talk about it …
@mleluron

E-reputation
From WORD of mouth ….
…to WORLD of mouth
Source: #SocialNomics
@mleluron

What happens in VEGAS stays in VEGAS
@mleluron

In today’s Internet-driven world, customers have
more power than ever.
-> a single disgruntled customer can broadcast
his complaints to an audience of millions.
E-reputation
@mleluron

WEB is the current mainstream …
E-Reputation = Reputation
@mleluron

E-reputation
“Technique and technology are important,
but adding trust is the issue of the decade”
– Tom Peters
@mleluron

E-reputation
Yet 93% of shoppers’ buying decisions are
nowadays influenced by social media
… Because 90% trust peer recommendations.
… But only 14% trust advertisements.
Source: #SocialNomics2014
@mleluron

E-reputation
since 2000 and the creation of TRIPADVISOR
…ratings in the tourism sector are now
everywhere !
@mleluron

E-reputation
What is the impact of e-reputation on
sales ?
@mleluron

E-reputation
Here is the traveler cycle of purchase ->
@mleluron

INSPIRATION – (RESEARCH – PLANNIFICATION) –
BOOKING – EXPERIENCING - SHARING
@mleluron

TripBarometer 2014 – Ipsos – TripAdvisor
http://www.scribd.com/doc/220024473/TripBarometer-Global-Report-April-2014#download
@mleluron

TripBarometer 2014 – Ipsos - TripAdvisor
@mleluron

GOOGLE SURVEY 2014 - FINDINGS
@mleluron

E-reputation
The friends and family (Social Networks) are
driving 23.1% of your direct sales …
TripAdvisor is driving 22.5% of your direct sales
…
@mleluron

E-reputation
https://www.washingtonpost.com/lifestyle/travel/how-tripadvisor-altered-your-vacation-planning-universe/2015/08/27/43fdec1e-4064-
11e5-bfe3-ff1d8549bfd2_story.html @mleluron

TRIPADVISOR
 For Mauritius : 45 millions pages viewed per year
@mleluron

TRIPADVISOR
TripAdvisor is becoming more and more a re-seller
 A market place > TRIP CONNECT
Allow independent hotel to be featured in direct
competition with OTA’s
Based on CPC campaign
Must have a compliant Booking Engine (i.e. SABRE)
 A OTA > INSTANT BOOKING [NEW]
Beta version launched in USA and UK – commission based
(12 or 15%) … soon in China & India
@mleluron

TRIPADVISOR – Index Page
Sort by:
Just for you
Ranking
Price
Distance
One page = 30 hotels
@mleluron

TRIPADVISOR
 Both “Bubble Rating” and “Ranking” are determined by
TripAdvisor Algorithm
 To increase your position it is always the same formula
 Quality
 Quantity
 Recency
@mleluron

TRIPADVISOR
 Travelers’ Choice = Established in 2002, the Travelers’ Choice
awards are the highest honor TripAdvisor can bestow.
 These annual awards reflect “the best of the best” for service, quality,
and customer satisfaction.
 In 2014, more than 7,000 properties received recognition.
 7,000 may seem like a large number but actually, this represents less
than 1% (0.94%) of the accommodations listed on TripAdvisor.
@mleluron

TRIPADVISOR
 Certificate of Excellence =
 Founded in 2010, the Certificate of Excellence award honors hospitality
businesses that consistently achieve outstanding traveler reviews on
TripAdvisor
 To qualify for a Certificate of Excellence, a hospitality business must:
 Maintain an overall TripAdvisor rating of at least 4/5
 Have a minimum number of reviews
 Have been listed on TripAdvisor for at least twelve months
 A property’s popularity ranking on TripAdvisor is also factored into the
algorithm
NB: in 2013 only 10% of the listed properties received a Certificate of Excellence
@mleluron

TRIPADVISOR
 Hall of Fame [NEW]
 The Hall of Fame Award was created to recognise hotels that have earned the
Certificate of Excellence for five consecutive years
 Of total winners this year, only 9% have qualified for the Certificate of
Excellence Hall of Fame by winning the award five years running
@mleluron

How to get more reviews ?
 The “handcraft” way
 Business card –
“Thank you for your patronage. We truly value your opinion. Please take a
moment to review us on TripAdvisor”
 Ask at checkout
Smart front desk staff always check to make sure that everything was okay
during the departing customers stay.
http://mark-hayward.com/2012/10/23/4-ways-to-tactfully-ask-your-guests-for-a-tripadvisor-review/@mleluron

 The “technological way”
 Email thank you (either manually or automatically with a e-CRM software)
“We understand that you have a hectic schedule and a busy life, but if you have
a spare moment, we always appreciate an honest review on TripAdvisor.”
@mleluron

Problems with a customer review ?
 TripAdvisor has a strict policy regarding the reviews published
on its websites
@mleluron

 DO NOT CHEAT !
@mleluron

TripAdvisor – PhocusWright Survey
@mleluron

Replying or not to the reviews ?
 As seen, it is very well perceived by customers to reply to
reviews …
 … but it is also very (more ?) dangerous… and could lead to a
bad buzz situation if not well handled
 As far as Beachcomber is concerned we so far have decided to
work more on the magical formula Quantity / Quality /
Recency rather than on “replying” as we believe it is a risky,
costly task and we do not believe TripAdvisor is the right place
to engage with a customer
@mleluron

 Should you decide to reply, here are some advices …
 Reply to BOTH positive and negative reviews
 The best person to answer reviews would be the Hotel Director or the Head of
Guest Relations
http://www.tnooz.com/article/top-tips-for-hotels-when-responding-to-reviews-on-tripadvisor/
@mleluron

 Respond quickly
 Thank your guests for their feedback
 Address any specific complaints
 Be original in your reply
 Be polite and professional
@mleluron

“Main” Hotel online reputation management tools
…
@mleluron

…
 Very practical Dashboards to analyse your reputation
throughout a wide variety of websites.
 One-stop-shop solution
 “Deep-link” technology
 Semantic analysis
 They allow you to compare yourselves to your direct
competitors ( Comp Set)
@mleluron

…
 A fee per hotel per month
 They help you to better know what is important vs what is
essential to your customers
 The should lead to product / service improvements
@mleluron

…
 As far as Beachcomber is concerned we are currently working
with ReviewPro (partner of Cornell Center for Hospitality
Research ):
 TripAdvisor and 142 other review sites and OTAs in 45+ languages,
 ReviewPro has created the Global Review Index™ (GRI), superior data
coverage and quality
@mleluron

The virtuous circle of online reputation
96% of unhappy customers
don’t complain, however 91%
of those will simply leave and
never come back –
1Financial Training services.
@mleluron

 Social media is a great way to tune into customer comments.
 But when it comes to your reputation, social media can’t
create it, it can only perpetuate it.
 Trying to mend your reputation after someone has posted
ONLINE a negative review is missing the point.
E-reputation - Conclusion
@mleluron

The virtuous circle of online reputation
@mleluron

 On-premise surveys let you respond to guest comments right
away.
 You can fix problems before they become negative reviews.
@mleluron

 LISTEN to your customers on every channels …
 … and LEARN from them …
 … you may consider using a reputation management tool
@mleluron

 In Mauritius, we can be proud of the QUALITY offered in our
hotels …
 But to achieve QUANTITY & RECENCY … you “may” have to
use an e-CRM software which will allow you to contact “All”
your clients post-stay
@mleluron

@mleluron

I thank you very much for your attention
Should you want to have a clearer look to the charts
and figures, I will share this presentation via
slideshare and tweet it -> Twitter.com/mleluron
@mleluron

“Explore” research
(Survey based on UK recent overseas travelers)
 9/10 holidaymakers look at online consumer reviews before booking their
holidays and two out of three do so often or always
 It found 33% always study online consumer reviews before booking, 30%
often do and 29% sometimes do. Just 8% said they never do.
 More than one third (35%) said they never post reviews, with 41% doing
so sometimes; 15% said often and 9% always.
@mleluron

 BAD REVIEWS :
 Explore found 14% said they would seek another holiday option in the face of
a bad review and 5% would search elsewhere for a holiday – meaning almost
one in five react to a single bad review by looking elsewhere to book.
 A majority (69%) said they look at other reviews before forming an opinion
and 5% said they seek other sources of reviews, suggesting three out of four
seek another opinion in the face of a bad review. Only 3% said they ignored
such a review.
@mleluron

 Almost one in three (30%) said their reviews are most often positive.
 Women appear more likely than men to check other reviews before
reaching a conclusion: 77% of women respondents said they would do so,
compared with 70% of men.
 Male respondents appear more affected by a poor review, 22% saying they
would immediately seek another holiday option compared with 16% of
female respondents.
 Young people seem slightly more likely to form an opinion based on a
review – 20% doing so on the basis of a single bad review – and less likely
than older adults to check other reviews.
@mleluron

The Hotel Booking Path to purchase: Overview
@mleluron

TripBarometer 2014 – Ipsos – TripAdvisor
connected travelers that is to say the travelers who plan and book their trips online
@mleluron

E-reputation for the tourism industry 2015

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