Using Guest Feedback Analytics to Boost Hotel Revenue 1.pdf · Impact of Reputation on Revenue...
Transcript of Using Guest Feedback Analytics to Boost Hotel Revenue 1.pdf · Impact of Reputation on Revenue...
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%
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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 [email protected]