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Online Reputation Management for Hotels

Gil Vardi

Products and Online Reputation Director

Main Topics

1. Carmelon Digital Marketing- Company profile

- Our services

- Our Clients

- About us

2. Online reputation management and reviews

improvement service

3. The importance of online reviews for hotels

4. TrustYou – Online reputation management system

Company profile

Carmelon Digital Marketing provide comprehensive and advanced digital

marketing solutions and services to a wide range of leading companies

internationally with a focus on the travel industry.

Our team includes dedicated professionals with experience in all aspects of

digital marketing, including experts in SEO and UI, Google AdWords and

Analytics certified experts, mobile and app analytics, content editors, social

media professionals and content writers.

We act according to a comprehensive methodological approach, which

includes the masterful application of a variety of techniques and tools, as

well as meticulous data analysis and comprehensive research.

Our expertise

Improving results with smart digital marketingWe provide advanced, multi-channel digital marketing services which increase sales for our clients

Increasing quality traffic to websitesWe specialize in increasing quality traffic from search engines that produce

conversions

Analyzing visitor trafficWe specialize in web analytics, which allows us to improve performance, and execute a proper solution

Optimizing website conversion ratesWe specialize in increasing digital conversion rates, and boosting your online sales

and business results

Our Services

Traffic

• SEO - Search Engine Optimization

for websites• PPC - Advertisement in search

engines, apps, social networks and websites

• Mobile Search Marketing – Mobile websites optimization

Analysis

• Web Analytics – Analyzing the traffic that reaches the website or app

Action

• CRO – Conversion Rate Optimization

• Accessibility - websites accessibility for disabled users

Reputation

• ORM – Consulting and supporting for Online reviews improvement and reputation management for hotels

Amongst our customers

About us

Mr. Yair Carmel - CEO & FounderA digital marketing expert since 1999, Yair has an extensive and comprehensive experience in digital marketing along with expertise in search engine optimization (SEO), traffic analysis (Web Analytics), conversion rate optimization (CRO), mobile marketing, Google advertising, search engine advertising, management and more.Yair (better known by his nickname Carmelon), is an inspired out-of-the-box thinker who utilizes his vast proficiency consulting with corporations and large companies, in synergistic collaboration with colleagues, and forming alliances with web development and IT companies.

Mr. Ofer Wizel - VP Media & Clients, PartnerActive in the field of internet and digital marketing since 2000, Ofer has an extensive expertise in digital management, specializing in marketing e-commerce websites, SEO, Web Analytics, CRO, mobile marketing, internet advertising, affiliate programs, social network marketing, management and more. As part of his previous job as a manager of online operations at Isrotel hotels chain, Ofer assisted in establishing and directing the internet and e-commerce areas, and management of the company’s websites.

Mr. Gil Vardi – Hotels Online reputation consultantActive in the field of internet since 2009. Gil has a diverse experience in digital projects management and online systems implementation. As part of his previous job, Gil managed the implementation and the trainings of TrustYou’s online reputation management system in all 30 hotels of Fattal chain. Additionally, Gil led researches and implementation of innovative online tools for improving the chain’s websites’ user experience and conversion rates. During his two and half years of work at Fattal hotels chain, the online sales were multiplied by 3.

HOTELS ONLINE MARKETING STRATEGY

Booking.com

Expedia.com

Agoda.com

Venere.com

Orbitz.com

Travelers Reviews

Tripadvisor.com

Booking.com

Google reviews

Google Hotels Finder

Local reviews sites

Direct sales (Best Price Guaranteed)

Local agents websites

read reviews

from other

travelers before

booking a hotel

Mobile Presence

Click To Call

Web app

Native app

SEO

PPC

Affiliates

Ads

CRO

41%

Online Travel

Agencies (BPG)

Hotel Sites

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Online reputation management and reviews improvement service

Main goals:

1. Maintaining and strengthening the influx of positive reviews for a prolonged period of time, knowing that this is a central decision making factor in the customer's reservation process - More positive reviews = more sales!

2. Prevention and management of negative reviews by active encouragement of a direct, respectable, and controlled conversation with the customer, thus both improving the hospitality experience, and reducing negative public exposure.

3. Encouraging the expansion of an online guest review database, and specifically sharing those that are positive, in order to strengthen the hotel's image online.

4. Improving guest satisfaction across all hotel categories (rooms, service, food & beverages etc.), by setting objectives and tasks based on the reputation management strategy that will be predefined according to the hotel’s specific goals.

Services that we offer towards improving reputation and managing reviews

o Consultation and guidance in selecting and implementing an ORM system

o Technical training sessions in regard to correct and effective usage of the ORM

system.

o Assistance in developing an online hotel reputation management strategy.

o Consultation regarding the policies of the correct handling of reviews.

o Analysis of periodic reports for monitoring purposes, and subsequently

improving the positivity of reviews.

o Assistance in defining objectives and tasks based on the KPIs.

o Review, evaluation and assessment of key competitors in order to lead in

each and every category.

o Ongoing support and consultation.

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How important is it to manage your online reviews?

A study made by the Pennsylvania State University and SAS (Business information analysis company) found that:

The online reviews have the biggest influence on consumers in evaluating hotel's quality

A consumer will prefer to pay the lowest price, but will make an order only after checking the reviews of the hotels and its competitors

A price is no longer a main factor for hotel's quality evaluation in the online reviews age

Reducing the price can no longer improve the hotel's image in the eyes of the consumer, however, focusing on addressing the problems raised in the negative reviews will

A positive review = growth in sales and increasing of the level of sales. "if a hotel increases its review scores by 1 point on a 5-point scale (e.g., from 3.3 to 4.3), the hotel can increase price by 11.2% and still maintain the same occupancy or market share." (Cornell University, 2012)

See more at: http://www.tnooz.com/article/price-reviews-and-ratings-how-consumers-evaluate-a-hotel-room-purchase-in-a-social-world/#sthash.mCD2TxgG.dpuf

Sharing inspires more dreamers

SHARE FAVORITE

41%read reviews

from other travelers

Are we part of the conversation?

Ask yourselves…

Source: http://www.mediabistro.com/alltwitter/online-travel-industry_b2586514

The answer is YES!

87% of travellers use the internet to plan an upcoming trip

52% of travellers changed their initial plans based on Social Media posts

50% of companies in the travel industry agree that they have generated bookings via Social Media

The “Global” village of the Internet

Circle of Trust

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Online reviews scattered all over the Internet

Blogs & Forums

Social Media

Review Portals & OTAs

• TrustYou is a German company which provides a system for online reputation management

• Among the company's customers are Fattal hotel chain and Tamares hotels

• The system gathers all the online reviews about the hotels from more than 250 internet sources into one user friendly interface

• Aggregation of reviews’ rates is turned into main KPI’s (Key performance

index) which are introduced on the system dashboard. The KPI’s include

hotel’s categories segmentation based on content analysis in 29 languages

TrustYou – Hotel’s online reputation managing solution

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כפתרון לניהול TrustYouמוצרים עיקריים של 3

המוניטין באינטרנט

סקרי שביעות רצון

לדעות האורחים " להקשיב"

באמצעות סקרי שביעות רצון

הניתנים להטמעה גם

בפייסבוק

ניטור חוות הדעת

להבין מה הלקוחות אומרים על

המותג והמלונות בזמן אמת

שיווק מוניטין

כלי שיווק מוניטין להטמעה

המלונות לטובת באתרי

העצמת אמון , "שקיפות"

הלקוחות והגדלת אחוזי

ההמרה19

Three Products as the solution

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REPUTATION SURVEYSListen to your guests with

our powerful guest satisfaction surveys and

Facebook application

REPUTATION MONITORINGUnderstand what customers

are saying about your brand or product in real time

REPUTATION MARKETINGConvince customers of your reputation with

marketing tools to increase conversions

Online Reviews Monitoring Tool

Understanding..The customers and their needs

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Dashboard- Main KPI’s

Reviews management and goals definition

Reports and notifications

The system allows exporting a wide range of personalized reports on

the basis of the KPI’s

Hotel’s categories rates based on reviews content analysis

Comparison to predefined competitors

Reviews management - Inbox

Manage your online reviews in a user friendly interface with diverse options:

Reply directly from a designated window, Filter reviews by several parameters,

Forward reviews as task, Share reviews in social networks and Edit the reviews’

sentiment analysis

Social networks Integration

Cross Platform

24/7 Email alerts

GSS & UGC Surveys

Collect all feedback with

* GSS – Guest Satisfaction Survey | UGC – User Generated Content

Customizable satisfaction survey's request Templates

Guest Satisfaction Survey – Example 1

Guest Satisfaction Survey – Example 2

On Site Surveys

Use TrustYou and strengthen brand.com UGC and analytics data

Use TripAdvisor and strengthen TripAdvisor ranking

Use Google and strengthen Google ranking

Use Holidaycheck and strengthen Holidaycheck ranking

Reviews Distribution

UGC MARKETING SOLUTION

Visualize all feedback with

* TrustYou’s Meta-Reviews(TM) are based solely on verified travel reviews from more than 250 sources worldwide. They do not include data from TripAdvisor.

100% SEO friendly integration. Usage of TrustYou APITrustYou supports integration

Introducing Management Responses to UGC

* TrustYou’s Meta-Reviews(TM) are based solely on verified travel reviews from more than 250 sources worldwide. They do not include data from TripAdvisor.

Mobile Ready

* TrustYou’s Meta-Reviews(TM) are based solely on verified travel reviews from more than 250 sources worldwide. They do not include data from TripAdvisor.

The Meta-Review™

* TrustYou’s Meta-Reviews(TM) are based solely on verified travel reviews from more than 250 sources worldwide. They do not include data from TripAdvisor.

Multi languages support

* TrustYou’s Meta-Reviews(TM) are based solely on verified travel reviews from more than 250 sources worldwide. They do not include data from TripAdvisor.

Partner Quotes

“”

We are excited to have started testing the TrustYou Meta-Reviews. We are convinced TrustYou's overall

reputation summary will be one of the key aspects to help Chinese travelers to make the right booking decision

on qunar.com.“”

As a global acting company, Trivago needs global acting

partners. TrustYou's capability to automatically analyze

millions of reviews into easy to digest summaries in every

language is very promising to us.

Rolf Schroemgens CEO, Trivago

“”

The TrustYou Sabre Red App provides incredible time

saving for agents while giving them a global,

comprehensive look at what travelers have said with one

simple click. This allows agents to dramatically reduce

research time on a hotel’s reputation.

Chris KroegerSVP, Sabre Travel Network

Denise Peng COO, Qunar.com

* TrustYou’s Meta-Reviews(TM) are based solely on verified travel reviews from more than 250 sources worldwide. They do not include data from TripAdvisor.

+2% INCREASE IN TRUSTSCORE

+1865 SURVEYS SENT PER MONTH

+20% INCREASE IN AVG NUMBER OF REVIEWS ON

TRIPADVISOR PER MONTH

+19% RYDGES REVIEWS COMING FROM TRUSTYOU

SURVEYS

+2% INCREASE IN POPULARITY

TrustYou’s customers proven Success

“When new developments happen in the hotel industry, Derag Hotel and

Living monitors them closely and implements the innovations in order to

remain a frontrunner. In TrustYou, we have found a competent partner

with whom to manage social media and hotel reviews efficiently.

TrustYou helps us not only to monitor our online reputation, but

also to actively work on areas where our competitors have the

advantage.”

— LARS DÜNKER (OPERATIONS MANAGER, DERAG HOTEL AND LIVING)

User guide manuals in several languages

Tutorials

“How to” guidance based on case studies

Online scheduled webinars

Consultant and support by the experienced team of Carmelon – Digital Marketing

TrustYou – Training and support

1. Comprehensive and proven 3-in-1 product from 1 vendor

2. Intuitive interface that offers a great user experience

3. Participate in the new Meta-Reviews™ revolution

4. Experienced and passionate team

*** Detailed comparison to other ORM systems will be presented upon request

Top 4 Reasons To Choose TrustYou

* TrustYou’s Meta-Reviews(TM) are based solely on verified travel reviews from more than 250 sources worldwide. They do not include data from TripAdvisor.

Business model

1. Hotels online reputation management in reviews channels for

increasing revenues. Based on monthly retainer or actual

hourly consultation format

2. TrustYou products - One year contract

Questions?

Contact us

Gil@carmelon.co.il

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Thank You!

Gil Vardi and Carmelon’s team

http://www.carmelon-digital.com