How Your Online Reputation Impacts Your Revenue · 2015-07-22 · Global Review IndexTM Sentiment...
Transcript of How Your Online Reputation Impacts Your Revenue · 2015-07-22 · Global Review IndexTM Sentiment...
Influence of Online Reputation
of travelers indicate that their decisions are highly influenced by reviews & other user generated content. The average number of websites travelers visit before booking a trip. of consumers say they won’t book a hotel if it has zero reviews.
of travelers changed their primary choice during the booking process after using social media and review sites.
(e-tailing group)!
(Expedia Media Solutions/Compete)!
(PhoCusWright)!
(World Travel & Tourism Council) !
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92%
20
53%
33%
Measuring the Impact of ORM
• Aggregate hundreds of millions of reviews & social media mentions, in 45+ languages, on 100+ of the most relevant OTAs, review websites and social media platforms.
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Global Review IndexTM Sentiment Analysis
Leveraging Guest Intelligence
Data/API Revenue
Optimizer Guest
Surveys Reputation
Management
Guest Intelligence
Restaurants
Management Companies
Hotels
Investment &
Consulting
Associations & Representation
Companies
Destinations & Star Ratings
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The Secret to Success Today
P roduct
P romotion
P rice
P lace
4 P’s E xperience
E vangelism
E xchange
E veryplace
4 E’s
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A Measurable Impact on Revenue & Valuations
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A 1 point increase in a hotel’s Global Review Index™ equals up to:
+0.89% in ADR
+0.54% in Occupancy
+1.42% in RevPAR
Client Success Story
• Jurys Inn, located in the UK & Ireland, have 31 hotels and have implemented our Guest Intelligence pla=orm (ORM & GSS) across their enDre estate.
• Since acDvaDng the TripAdvisor Review CollecDon Program through ReviewPro, they have significantly increased review volume for the group on TripAdvisor.
• The group improved their average TripAdvisor ranking and 27 hotels have increased from a 3.5-‐star raDng to a 4-‐star raDng or above.
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Guest Intelligence Across the Organization
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Revenue & Distribution
Quality & Operations
General Manager
Food & Beverage
Sales & Marketing
Front Desk
Housekeeping & Maintenance
Guest Intelligence Across the Enterprise
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Finance …
PMS
CRS
Revenue Management
Channel Manager
Booking Engine
CRM Guest Surveys
Marketing Campaigns
Investments
Internal Systems
Business Intelligence
Open API & Flexibility
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Pre-Stay
PMS
Guest Intelligence
During Stay Post-Stay
CRM
REVENUE MANAGEMENT
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Turning Insight into Action
• Combine reputation analytics with STR data to increase ADR & RevPAR.
• Use Semantic Analysis to identify areas to focus operational & service improvements.
• Respond to tweets within 15min to serve guests before, during & after stay.
• Use social media & reviews to identify trends & follow up with detailed internal surveys.
• Go through guest satisfaction check at guest check-out to improve online reviews post-stay.
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Turning Insight into Action
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• Reporting & benchmarking to board of directors & for individual bonuses.
• Email from CEO upon check-out thanking client & asking if everything was OK.
• Share reports & use alerts with frontline staff and in team/departmental meetings.
• Analyze potential investment opportunities.
• Identify areas for staff training, education & support.
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GRITM Performance by Region/Star Rating
• Hotels in Eastern Europe topped the GRITM score in all categories.
• Large differences between top & lowest performing hotels.
Top Performers by City: GRITM , Service & Value
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• Cape Town performing best across all attributes.
• Edinburgh & Lisbon only cities from Western Europe in top 10.
GRITM Service Value Rank City Rating Rank City Rating Rank City Rating
1 Cape Town 86.0% 1 Cape Town 88.7% 1 Cape Town 86.4%
2 Vilnius 84.6% 2 Vilnius 86.7% 2 Prague 84.9%
3 Johannesburg 84.2% 3 Johannesburg 86.7% 3 Budapest 84.9%
4 Edinburgh 83.7% 4 Edinburg 85.8% 4 Abu Dhabi 84.9%
5 Marrakesh 83.5% 5 Warsaw 85.7% 5 Johannesburg 84.8%
6 Prague 83.4% 6 Abhu Dhabi 85.4% 6 Vilnius 84.7%
7 Warsaw 83.0% 7 Marrakesh 85.2% 7 Riga 83.9%
8 Lisbon 82.7% 8 Zurich 85.1% 8 Beirut 83.6%
9 Riga 82.6% 9 Lisbon 84.8% 9 Warsaw 82.8%
10 Abu Dhabi 82.3% 10 Riga 84.4% 10 Marrakesh 82.7%
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Comparable Rankings for Australia
• On average, Victoria hotels rate even higher than in Melbourne.
Rank City Rating
1 Melbourne 83.4%
2 Brisbane 82.8%
4 Sydney 82.0%
5 Adelaide 80.7%
Service Rank City Rating
1 Melbourne 86.8%
2 Brisbane 85.7%
3 Sydney 85.3%
6 Adelaide 84.1%
Value Rank City Rating
1 Melbourne 83.8%
2 Brisbane 83.2%
3 Adelaide 82.3%
4 Sydney 81.8%
GRITM
Break-down by Star Rating & Response Rate
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0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
GRITM
All hotels
3-‐star
4-‐star
5-‐star 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00%
Response Rate
All hotels
3-‐star
4-‐star
5-‐star
• Melbourne highest GRITM for 3* (78.0%) but Brisbane highest for 4* (84.1%) & 5* (91.0%).
• Both overall rating & management response rates higher for 5* hotels.
Best & Worst Rated Attributes
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• “Location” is best rated attribute in almost all cases.
• “Room” is worst rated attribute overall, with “value” common for 5-star.
Sydney Melbourne Brisbane Adelaide
Best Index Best Index Best Index Best Index
All hotels Location 92.2% Location 92.5% Location 90.3% Location 90.1%
3-star Location 88.4% Location 90.4% Location 87.2% Location 86.6%
4-star Location 92.8% Location 92.4% Location 91.1% Location 91.1%
5-star Location 95.4% Location 95.7% Cleanliness 96.2% Location 96.6%
Sydney Melbourne Brisbane Adelaide Worst Index Worst Index Worst Index Worst Index
All hotels Room 81.9% Room 83.7% Room 82.5% Room 79.4%
3-star Room 71.4% Room 74.9% Room 74.1% Room 70.5%
4-star Room 83.0% Value 84.4% Value 84.2% Room 82.5%
5-star Value 86.4% Value 88.5% Value 89.1% Value 87.6%