Using Guest Feedback Analytics to Boost Hotel Revenue

Rudeina Nicolas@reviewpro

Antalya, 20 March 2018

Data: More Valuable Than Oil?

• Big Data is a Big Deal for hotel brands.

• Travelers leave digital data trails everywhere they go.

• Guest feedback is one of the most valuable data sources for hotels.

Reputation Matters

“There is a high cost to a bad reputation.”

- Dara Khosrowshahi, Uber CEO

It is Critical to Claim Your Space Online

Past Today

Global Review IndexTM

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Impact of Reputation on Revenue

+0.89% in ADR

+0.54% in Occupancy

+1.42% in RevPAR

A 1 point increase in a hotel’s Global Review Index™ equals up to:

• Study by Cornell University in collaboration with ReviewPro & STR.

• The results reaffirm the impact of Online Reputation on all offline & online distribution channels.

Impact of Reputation on Direct Bookings

• Following #1 ranking monthly website traffic jumped 5X.

• Direct bookings more than doubled.

• Occupancy increased.

• ADR increased significantly.

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Why Is Exceeding Guest Expectations Crucial?

Customers who had great experiences in the past with a company will spend 140%more compared to people who had poor experiences.

- Harvard Review

Create Demand Through Positive Reputation

Positive reviews

Negative reviews

• High popularity

• Higher demand

• Higher revenue

• Low popularity

• Lower demand

• Lower revenue

Hotel A

Hotel B

Do Hotels in Antalya Deliver Great Experiences?

Analysis of Online Reviews

We analyzed 554,108 online reviews from 2017 for 1,128 hotels (3*, 4* and 5*) in:

Antalya

Guest Satisfaction in Antalya

The Global Review Index™ (GRI)

Developed by ReviewPro, the industry-standard GRI™ is an online reputation score based on review data collected from 175+ OTAs and review sites in 45+ languages.

81.26%

************

2017 GRI™

86.73% 78.29%

Antalya

What’s Impacting Online Reputation?

Antalya

Guest Satisfaction Varies by Guest Nationality

Antalya

Multiple Review Sources Are Important

Antalya

Large Variation in Management Response Rates

Antalya

Sentiment Analysis Shows Strengths & Weaknesses

Antalya

What Do Winners Do Differently?

Find, Report & Fix “Potholes”

SERVICE OPERATIONS PRODUCT

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Improving the Guest Experience

Find Report & Fix Benefits

Operational & Service

Improvements

Better guest experiences

Higher online rankings

Increased ADR & revenue

Guest Experiences

GUEST INTELLIGENCE

Online Reviews

Post-stay surveys

In-stay surveys

Live requests

Messaging

Calls/ Letters

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Guest Intelligence Across the Organization

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Eliminate Silos of Guest Insights

• Customizable & tailored for different departments & roles.

• Ex: Housekeeping Manager:- Reviews: Drill down on “Room”

within review sites.- Semantic: Cleanliness Category.- Surveys: View of survey with just

questions related to bedrooms.

• Alerts & reports focus on key action items & priorities.

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Drive Review Volume on Key Channels

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• Build review volume and freshness by implementing a review collection program on TripAdvisor, Google or Holiday Check.

• Hotels typically see 40% more reviews per month when joining a review collection program via ReviewPro.

• Reviews from guest satisfaction surveys generate on average a 4-6% higher average rating on review sites.

Access On the Go Is Critical

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How Do Savvy Hoteliers Leverage Guest

Feedback?

Prioritize Improvements by Room Type/Number

• Analyze results by room type on a group level & by room number on a hotel level.

• Can create cases & action more quickly as they know which room the issue relates to.

• Evaluate impact of new refurbishments in specific rooms on guest satisfaction.

Photo courtesy of glh 27

In-stay Surveys to Reduce Negative Reviews

• Show a satisfaction question when guest connects to WiFifor first time.

• Can identify the need for service recovery and take corrective action beforeguests check out.

Pop-up on WiFi login

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Decrease the Average Time to Respond to Reviews

• Create cases automatically based on rules:

- GM has 48h to respond to negative reviews.

- If no response, after 48h escalated to customer care centre.

- Applies to 7 key OTAs in 8 languages.

Results after 3 months:

• 8429 cases created, 3892 cases escalated.

• Response ratio increased YOY from 82% to 92%.

• Average response time to reviews dropped from 6.3 days to 3.0 days.

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About ReviewPro

35,000+ Clients in 150+ Countries

Hotels RestaurantsDestinations &

Star RatingsConsultants &

AdvisorsHotel Owners &

Investors

Management & Representation

Companies

How We Help Hoteliers..

• Online Reputation Management

• In-Stay Surveys

• Post-Stay Surveys

• Auto Case Management

• Advanced Case Workflows

• Guest Messaging Hub

• Staff to Staff Messaging

UnderstandCollect Act Respond Measure

Case Management

Guest Intelligence

Messaging Hub

Q & A

Rudeina Nicolasr.nicolas@reviewpro.com