Online Reputation Management

Where Are We & Where Are We Headed?

Kam Desai | Founder, VP Products

The State Of Online Reputation

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The Social World Is Only Growing

Smart phone use skyrocketingComfort with social sites growingSocial feedback growingCustomer feedback spreads like wildfire

47%

84 M visits / month

150 reads/review58% YoY

36% Travelers Consult Review Sites Before Booking2010 Trip Advisor & Cornell Hospitality Research

Attracting Guests is Becoming Trickier

1 Star Increase Allows 11% Price IncreaseWith same market share, Travelocity & Cornell Hospitality Research

1% Increase Reputation Results in .54% OccupancySTR & Cornell Hospitality Research

“Dominating Effect of Consumer Reviews Over Aggregate Consumer Ratings”

Journal of Hospitality & Tourism Research Feb 2013

About newBrandAnalytics

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Who We Are

Social Operational Intelligence… Property Specific

Findings Operational Actions

from Each Review Compset Assessments Guest Engagement

…that drives Happier Guests Better Online

Reputations Increased Revenues

Images are for display purposes only – true scores vary

Online Reputation Management:Where Are We Headed?

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Our Core Belief

ACTUAL Guest Experience Drives Reputation

Drives Revenue

The Future is NOT STAR RATINGSStar Ratings Only Tell Half The Story

Travelers are savvy enough to read reviews and not just rely on stars

The Future Is COMPREHENSIVEEvery aspect of the hotel experience matters

Distribution of online guest comments, by category

The Future Is ACTIONABLE Look beyond star ratings to uncover operational details that affect future guest satisfaction and conversion

The Future Is All About Sustaining LOYALTYDrilling deeply into guest feedback data, we find key drivers which affect loyalty and future bookings potential

The Future Is UNIFIEDA Single Composite Operational Score

Traditional Surveys Must Be Married with Social Guest Commentary

+

= True 360 Guest Satisfaction

The Future Is PRIORITIZATION by RevPAR IMPACTWhat Should We Concentrate on Operationally?

What Should We Focus On Now?

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Watch Your Detailed Operations!

…And Compare Your Operations To Your Comp Set.

Other Benchmarks That Matter

Social Engagement When deciding between two hotels, 65% of people say that seeing a

management response would sway them to book with the responding hotel–Forrester January 2013

Perception of Unsolicited Loyalty Reading reviews where a traveler states they would come back

increases confidence in the property and experience

Property 1 Property 2 Property 3# Reviews 55 46 30

# Engagements 28 5 0

% Reviews Engaged 51% 11% 0%

Property 1 Property 2 Property 3

% Will Return 70% 30% 10%

% Will Recommend 35% 25% 3%

In Conclusion

Reputation Management Starts With the Guest Experience Monitor and tune your operations constantly

Truly Understand Your Guest’s Experience Go Beyond Star Ratings and Aggregate Rankings to Fix Problems

Engage With Your Guests Engagement affects reputation and future booking decisions

Reference A Single Source of Truth Surveys and Social Feedback Must Combine

Prioritize Actions Based on Loyalty and RevPAR Impact Your portfolio can’t concentrate on everything at once