This document discusses how social media and online reputation management (ORM) can impact hotel revenue. It summarizes that listening to online reviews, improving reputation through positive customer interactions, and leveraging review data can increase reviews, distribution, and market share, leading to revenue growth. Case studies show how hotels have improved products/services based on reviews and driven higher ratings. Research indicates higher review scores correlate to increased average daily rates and willingness to pay more. The document outlines ORM tools like ReviewPro that help hotels monitor reviews, benchmark competition, and identify revenue opportunities through stronger ORM.

1. The Impact of Social Media
& ORM on Revenue
RJ Friedlander! @rjfriedlander!
CEO, ReviewPro!
March 2013! @reviewpro!

2. About ReviewPro
• Nearly 5,000 clients in 70 countries trust ReviewPro to improve guest satisfaction
and increase revenue!
March 2013! 2!

3. What are we going to talk about?
• Online reputation management as a proxy for tracking and
improving guest satisfaction !
!
• How innovative hoteliers are leveraging the social web to improve
the guest experience!
!
• Can increasing your online reputation drive revenue growth?!
• How we help hotels manage their online reputation!
• Key takeaways!
!
March 2013! 3!

4. More things change, More they stay the same
March 2013! 4!

5. More things change, More they stay the same
March 2013! 5!

6. Introduction to Online Reputation Management
Listen
React
Revenue
• Reviews
are
no
longer
• Posi5ve
Reputa5on
is
about:
• Increase
Reviews
targeted
• Communica5on
• Increase
Distribu5on
• Wider
audience
• Internal
ac5ons
• Steal
Market
Share
• Understand
Sen5ments
• Highligh5ng
posi5ves
• Add
ORM
to
Revenue
• Monitor
mul5ple
• Establishing
trust
Metrics
sources
• Drive
Revenue
March 2013! 6!

7. Opportunity to leverage the social web
Know everything that is being said online about your
hotels – “ 24/7 Mystery Shopper”!
Identify areas of improvement based upon
quantitative & qualitative customer feedback !
Get your team on the same page!
Benchmark your guest satisfaction indexes against
your direct competitors!
!
Maximize online distribution sales and increase
direct bookings!
March 2013! 7!

8. The future of measuring customer satisfaction
Global Review Semantic
IndexTM! Analysis!
ONLINE EDUCATION
REPORTING! ALERTS!
TOOL! & SUPPORT!
March 2013! 8!

9. What are we going to talk about?
• Online reputation management as a proxy for tracking and
improving guest satisfaction !
!
• How innovative hoteliers are leveraging the social web to
improve the guest experience!
!
• Can increasing your online reputation drive revenue growth?!
• How we help hotels manage their online reputation!
• Key takeaways!
!
March 2013! 9!

10. Product improvements: Olivia Plaza Hotel
• Used semantic
analysis to improve
breakfast offering!
• Significantly reduced
the number of
negative reviews and
comments!
“!
Our overall ratings improved considerably after we
implemented these measures.!
!
! !! - Ricardo Samaan, Olivia Plaza Hotel!
!
March 2013! 10!

11. Service improvements: CitizenM Hotels
• Checkout includes guest satisfaction check:!
– Negative: A manager is involved to resolve problem!
– Positive: Receptionist encourages sharing
experience in review!
• Higher volume of positive reviews and negative reviews are minimized
because guests do not leave the hotel with a negative feeling!
“!
We get people saying, ʻI usually donʼt write a review, but my stay at citizenM
was so special because you did this specific thing that made me think WOW.ʼ!
- Diego Sartori, CitizenM
March 2013! 11!

12. Service improvements: Corinthia Hotels
• Use their Twitter account to
provide service to their guests
!
“!
Weʼre turning negatives into positives. Weʼre transparent in reacting to issues in
front of everyone. That helps our customers trust us.!
Jason Potter, Corinthia Hotels!
March 2013! 12!

13. What are we going to talk about?
• Online reputation management as a proxy for tracking and
improving guest satisfaction !
!
• How innovative hoteliers are leveraging the social web to improve
the guest experience!
!
• Can increasing your online reputation drive revenue growth?!
• How we help hotels manage their online reputation!
• Key takeaways!
!
March 2013! 13!

14. Quantifying the impact of ORM on revenue
“! “!
Guests are willing to pay 38% A 1-point increase in a
more for hotels whose online review score equates to a
reviews indicate top-level 9% increase in average
service ! daily rate.!
comScore! Expedia!
March 2013! 14!

15. Study by Cornell University
• Basis of the Analysis:!
– More than 930,00 samples reviewed over the period of 2 and a
half years!
– Luxury, Upscale and Midscale establishments!
– In 11 key markets across the UMS and Europe!
ü Specifically Madrid, London, Rome, Berlin, Milan, Prague,
Chicago, Los Angeles, New York, San Francisco and Miami !
• The study therefore reaffirms the impact of Online Reputation on all
offline and online Distribution channels.!
March 2013! 15!

16. Competitive Quality IndexTM (CQI)
March 2013! 16!

17. Competitive Quality IndexTM (CQI)
March 2013! 17!

18. Revenue Optimizer
• Use the CQI™ alongside other industry metrics(STR,
TravelClick):!
– Identify if you are achieving fair share of market from a quality
perspective!
– CQI is calculated by dividing the GRI with the Competition
Average GRI!
March 2013! 18!

19. Revenue classification of “Chain A”
March 2013! 19!

20. Revenue Opportunity
Revenue
Opportunity
• Key
trends
to
analyze
further
ReviewPro
Indexes
82.6%
i Cleanliness
80.6%
h Value
77.1%
h Loca5on
Seman5c
Men5ons
Room
(“Dirty”,
“Small”,
“Dark
and
Depressing”)
Room
(“Poor
Service”,
“Wifi
Horrible”,
“Slow”)
• Possible
Internal
Ac5ons:
- Set
up
alerts
on
ReviewPro
for
all
Managers
to
be
up
to
date
on
all
reviews
from
guests
to
maintain
high
CQI™
- Set
up
the
monthly
reports
and
Snapshot
to
be
up
to
date
on
Scores
Nov
trends
within
your
hotel
CQI
110%
- Iden5fy
whether
you
have
an
opportunity
to
increase
rates
RevPAR
78%
- Benchmark
CQI™
against
other
metrics
in
the
market
- Add
the
GRI™
widget
to
the
hotel
website
to
drive
direct
bookings
March 2013! 20!

21. How it looks in ReviewPro
March 2013! 21!

22. Detail of your weaknesses vs. the competition
• The Semantic Analysis for the competition enables you to:!
– Which concepts you have posistive and negative mentions!
– Identify exactly what your competitors customers are saying about specific concepts for the competitor
hotels!
March 2013! 22!

23. Management & Brand Reports
• Reports Available!
– Executive Summary!
– Quality & Operations!
– Sales & Marketing!
– Brand Reports!
March 2013! 23!

24. Snapshot
• Daily & Weekly Update of Online Evolution!
– GRI Evolution!
– Number of Reviews!
– Number of Semantic Mentions!
– Social Media Mentions!
– Competition GRI Update!
March 2013!

25. What are we going to talk about?
• Online reputation management as a proxy for tracking and
improving guest satisfaction !
!
• How innovative hoteliers are leveraging the social web to improve
the guest experience!
!
• Can increasing your online reputation drive revenue growth?!
• How we help hotels manage their online reputation!
• Key takeaways!
!
March 2013! 25!

26. Key takeaways
• The social web provides guest insights that can be turned into
action across the organization!
• Proactively managing online feedback can significantly improve the
guest experience !
• The Global Review IndexTM is the leading barometer for online guest
satisfaction benchmarking !
• The impact of social analytics plays a key role in helping you to
maximize revenue!
March 2013! 26!

27. Contact
R.J. Friedlander!
CEO!
!
!
rfriedlander@reviewpro.com!
Twitter: @rjfriedlander!
Skype: rjfbcn!
Mobile: +34 610 459 003!
Website: www.reviewpro.com!
Visit our booth: Hall 7.1c, Stand 101 (just outside the eTravel Lab)!
March 2013! 27!