@Revinate

Online Reputation How to manage your hotel’s reputation on TripAdvisor and other review sites

@Revinate

Agenda

•  Why online reputation management is critical•  Best practices on how to respond to reviews•  How to leverage feedback data to optimize

your hotel’s services and communications

Join the conversation!

@Revinate #HotelReviews

@Revinate

Meet the Presenters

Carrie MurphyMarketing SpecialistRevinate

Alex CookOperations ManagerDictionary Hostel, London

@Revinate

About Revinate

SaaS tech company based in San FranciscoOffices in Singapore, Sydney, Cape Town, Amsterdam and NYC

•  Founded in 2009

•  120 employees

•  Focused exclusively on hospitality

•  25,000+ hotels in 160 countries

@Revinate

The New Hospitality Landscape Why online reputation management is critical

@Revinate

Consumer Behavior Shift: Worldwide

93%of travelers worldwide say online reviews have an impact on their booking decisions.

51%of travelers have written an online review about the accommodation upon return from a trip.

Source: TripBarometer report 2012

@Revinate

Online Reputation

There is a direct relationship between online ratings and revenue.

+14.2%

For every 1 point increase in rating:

ü  Bookings increase by 14.2%

ü  11.2% increase in Average Daily Rate

Source: Cornell University “The Impact of Social Media on Lodging Performance”

@Revinate

Online Reviews Influence Price

Guest reviews have a significant impact on hotel conversion rates as well as the rate that travelers are willing to pay.

Source: NYU, Sept 2014

3.9xGiven equal prices, travelers are 3.9 times more likely to choose a hotel with higher review scores

76%Of travelers are more likely to book a hotel with a higher score, even if it means paying a higher rate.

@Revinate

Management Responses

@Revinate

How to Respond Online Reviews and Social Media Posts

@Revinate

Response Goals

•  Minimize the damage negative comments

can do to your hotel’s reputation

•  Recover service with unhappy guests

•  Discover brand enthusiasts and turn them

into promoters

@Revinate

Negative Reviews: Response Guidelines

ApologizeBe brief

Follow upInvite them back

@Revinate

Mixed Reviews: Response Guidelines

The Positive Sandwich Method!

@Revinate

Review Example

@Revinate

Sample Response

@Revinate

Positive Reviews: Response Guidelines

ThankPersonalizeThank again

Invite them back

@Revinate

Suggested Response Rate

100%

100%

50%

50%

25%

@Revinate

Leverage Your Data Use your feedback data to optimize your services and communications

@Revinate

Reviews are Rich Data Sources

@Revinate

Sentiment Analysis

@Revinate

Make Smart Operational Changes

@Revinate

Customer Spotlight: Las Suites

Average review score increased from 3.7 to 4.5

“The data in Revinate showed we had an issue with traffic noise. We invested in soundproof windows. Since then, our ratings have improved

and we have received no more complaints about traffic noise.”

Marco Gonzalez, Revenue Manager

Used Revinate’s data analysis to make smart improvements:

@Revinate

The Dictionary Hostel

4x increase in review volume

#254 to #66 on TripAdvisor 3.3 to 4.5 average rating

“With Revinate, we get feedback from more websites and better analysis on all of our data, with much less time commitment on our part.”

Alex Cook, Operations Manager

@Revinate

Paying Attention to Guest Feedback Drives Results

3.85

3.9

3.95

4.0

4.05

4.1

4.15

Revinate Clients Non-Clients

@Revinate

Hotels access feedback

Hotels identify ways to improve

Makeoperational

improvements

Guests write more positive

reviews

New potential guests see

reviews

Paying Attention to Guest Feedback Drives Results

@Revinate

Next Steps

1.  Monitor your online reputation and social media

2.  Respond to reviews

3.  Collect and analyze your data

4.  Adapt and improve

@Revinate

Questions? Email me! carrie@revinate.com