W I H P H O T E L S . C O M

fusion hotelFRONT OFFICE TRAINING

W I H P H O T E L S . C O M

SIMONE PUORTOSENIOR ACCOUNT MANAGER

ONLINE TRAVEL2007 - 2014

2007 2008 2009 2010 2011 2012 2013 2014

NUMBERS ABOUT TRAVELA HEALTHY BUSINESS

GLOBAL TRAVEL MARKET WILL REACH 830 BILLIONS IN 2017

GOOGLE TREND“HOTEL IN PRAGUE”

+7% ONLINE BOOKINGS/YEAR

GOOGLE TREND“METAS & OTAS”

BOOKING.COM

TRIPADVISOR

TRIVAGO

IMAGE

20% OF DIRECT BOOKINGS COME FROM USERS WHO FOUND THE HOTEL ON AN OTA

HOW USERS BOOK?THE BILLBOARD EFFECT

93% OF TRAVELLERS IS INFLUENCED BY REVIEWS

HOW USERS BOOK?e-REPUTATION

#DREAMS

#PLANS

#BOOKS

#LIVES

THE 1.0 TRAVELLERHOW HE WAS

#DREAMS

#PLANS

#BOOKS

#LIVES

#SHARES

THE 2.0 TRAVELLERHOW HE IS

THE NEW ROLE OF FRONT OFFICEUSER GENERATED CONTENTS

YOUR JOB DOES NOT END WITH CHECK-OUT!

THE NEW ROLE OF FRONT OFFICEUSER GENERATED CONTENTS

TRIPADVISOR.COM GOOGLE.COM

HOTEL FUSION PRAGUEFUSIONHOTELS.COM

09-27 15:30 BOL

STEP_109-27 15:34

FUSIONHOTELS.COM

GALLERY09-27 15:33

BOL

STEP_209-27 15:57

BOL

BOOKING09-27 16:00

THE NEW ROLE OF FRONT OFFICEUSER GENERATED CONTENTS

TRIVAGO.COM META I/O BOL

STEP_107-08 18:58

FUSIONHOTELS.COM07-08 18:59

BOLBOOKING

07-08 19:02

FUSIONHOTELS.COML

OCATION07-08 19:01

REPUTATION IS KEYUSER GENERATED CONTENTS

REPUTATION IS KEYUSER GENERATED CONTENTS

REPUTATION IS KEYUSER GENERATED CONTENTS

P.O.E.M.PAID, OWNED AND EARNED MEDIA

PAID MEDIA = CHANNELS THE HOTEL PERIODICALLY PAYS FOR

#ADWORDS#SHOWPRICES#SEARCH MARKETING#REMARKETING#SPONSOR & PARTNERSHIP

PRO: MAXIMUM CONTROL, IMMEDIATE RESULTS, VARIABLE BUDGET, EASY TO MEASURECONS: SHORT DURATION, MANYCOMPETITORS, LESS CONVINCING THAN “EARNED”

P.O.E.M.PAID, OWNED AND EARNED MEDIA

OWNED MEDIA = CHANNELS THE HOTEL HAS FULL CONTROL ON

#OFFICIAL WEBSITE#BOOKING ENGINE#OFFICIAL BLOG#SEO#SOCIAL PAGES

PRO: MAXIMUM CONTROL, BRANDING, HIGH PERFORMANCECONS: MANY COMPETITORS, MAINTAINANCE, LESS CONVINCING THAN “EARNED”

P.O.E.M.PAID, OWNED AND EARNED MEDIA

EARNED MEDIA = CHANNELS THE HOTEL ORGANICALLY EARNS THANKS TO HIS GUESTS

#REVIEWS#FACEBOOK COMMENTS#TWEETS#NON PROFESSIONAL VIDEOS#PR & NEWS

PRO: CREDIBILITY, TRANSPARENCY, HIGHLY VIRALCONS: LESS CONTROL, NEGATIVE REVIEWS MANAGING, HARD TO MEASURE

FRONT OFFICE IS KEYIMPRESSIONS

RECEPTIONISTS ARE MANAGERS OF FIRST AND LAST IMPRESSIONS

THE NEW ROLE OF FRONT OFFICEFILTER THE REVIEWS DURING CHECK OUT

HOW WAS YOUR STAY?

GREAT! BAD!

THE NEW ROLE OF FRONT OFFICEFILTER THE REVIEWS DURING CHECK OUT

HAPPY GUEST!

SEND EMAIL!

THE NEW ROLE OF FRONT OFFICEFILTER THE REVIEWS DURING CHECK OUT

UNHAPPY GUEST!

DON’T SEND EMAIL!

THE NEW ROLE OF FRONT OFFICEINCREASE U.G.C.

TRIPADVISOR “HOW WAS YOUR VISIT” CARD... YES OR NO?

THE NEW ROLE OF FRONT OFFICEINCREASE U.G.C.

IF A TREE FALLS IN A FOREST AND NO ONE IS AROUND TO HEAR IT…

IT DOES NOT MAKE A SOUND!

REPUTATION FACTSTHE TRUTH ABOUT e-REPUTATION

4 GUESTS OUT OF 5 BOOKTHEIR HOLIDAY ON-LINE

87% USES REVIEW SITESTO PLAN HOLIDAYS

TRIPADVISOR HAS ALMOST 300 MMONTHLY VISITORS

REPUTATION FICTIONSTHE LIES ABOUT e-REPUTATION

TRIPADVISOR REVIEWS ARE MOSTLY NEGATIVE…

REPUTATION FICTIONSTHE LIES ABOUT e-REPUTATION

TRIPADVISOR REVIEWS ARE MOSTLY NEGATIVE…

FALSE!

TRIPADVISOR REVIEWS ARE MOSTLY POSITIVE(AVERAGE SCORE: 4,08 OUT OF 5)

REPUTATION FACTSTHE TRUTH ABOUT e-REPUTATION

°°°°°

°°°°

°°°

°°

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0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

REPUTATION FACTS+REPUTATION = +REVENUE

ACCORDING TO A RESEARCH OF CORNELL UNIVERSITY, IF A HOTEL INCREASES ITS ON-LINE REPUTATIONBY 1 POINT ON A SCALE FROM 1 TO 5 (E.G.: FROM 3.5 TO 4.5)

IT CAN INCREASE THE AVERAGE RATE BY 11.2% MANTAINING THE SAME OCCUPANCY RATE

FIRST COME, FIRST SERVED?NOT ALWAYS…

QUEUE IN INEVITABLE, SO YOU SHOULD LEARN SOME TRICKS...

FIRST COME, FIRST SERVED?NOT ALWAYS…

WHAT WOULD YOU DO?

DO SOME RESEARCH…… IT’S EASY!

CREATE A DATABASEYOUR PMS IS A GOLDMINE

AMOUNT OF DATA

CON

FUSI

ON

CREATE A DATABASEYOUR PMS IS A GOLDMINE

CREATE A DATABASEYOUR PMS IS A GOLDMINE

GOOD DATABASE = BETTER TARGETING

UPSELLAN “INTERNAL” JOB

TRAVELLERS TEND TO SPEND MONEY EASIER WHEN ON VACATION THEN DURING THE PLANNING OF ITUPSELLS CAN DRAMATICALY INCREASE HOTEL’S REVENUE AND IT’S A “INTERNAL JOB”

ALWAYS PROPOSE A UPSELL DURING CHECK-IN

PHONE DISINTERMEDIATIONALWAYS OFFER THE BEST DEAL!

AVERAGE OTAS COMMISSION IS 20%

NEGOTIATED RATES WITH TOUR OPERATORS CAN BE UP TO -40%

FLASH SALES RATE CAN BE UP TO -70%

ALWAYS OFFER A BETTER RATE ON THE PHONE!

-10% IS BETTER THAN -70%AND WILL IMPROVE GUEST EXPERIENCE!

BRAND AMBASSADOR MKTGLET THE GUESTS DO THE DIRTY JOB

GIVE GUESTS THE HASHTAG...

BRAND AMBASSADOR MKTGLET THE GUESTS DO THE DIRTY JOB

... AND PUT THEM TO WORK!

W I H P H O T E L S . C O M

Q&Afusion hotel