Leveraging Guest Intelligence to Drive Revenue Growth
Wilma Vanni, Sales Director@reviewpro, @WilmaVanni
Stockholm, January 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.
Behavior of Hotel Guests is Changing...
• Online reviews influencing where they choose to stay.
• How they book their holidays.
• Their expectations about the hotel experience.
• What loyalty means to them.
• How they want to interact with hotel brands before, during & after their stay.
... And, You Must Change Too
Photo courtesy of citizenM
• Adapt to the new ways guests want to interact with your hotels & staff.
• Engage with guests online & respond to reviews.
• Develop new internal processes, KPIs & objectives.
• Increase the weight of data driven decision-making.
• Implement new systems & tools to eliminate silos of guest data.
It Is Critical to Claim Your Space Online
Past Today
Global Review IndexTM
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:
Budget & Midscale Upper Midscale Upscale & Luxury
+0,1TA score
+0.9€RevPar
+0,1TA score
+1.6€RevPar
+0,1TA score
+7.1€RevPar
Source: Horwath HTL, 2016
“There is a high cost to a bad reputation.”
- Dara Khosrowshahi, Uber CEO
How Do Hotels in Stockholm Perform?
Analysis of Online Reviews
We analyzed 427,436 online reviews in 2017 for 320 3*, 4* and 5* hotels in:
CopenhagenStockholm
&
Luxury Hotels Lead Guest Satisfaction
The Global Review Index™ (GRI)
Developed by ReviewPro, the industry-standard GRI™ is an online reputation score based on review data collected from 200+ OTAs and review sites in 45+ languages.
90.9%
78.7%
85.2%
************
GRI™
88.1%
77.8%
81.7%
Stockholm Copenhagen
Multiple Review Sources Are Important
Stockholm
Sentiment Analysis Shows Strengths & Weaknesses
-Staff-Location-Ambience
- Technology- Bathroom- Room
Stockholm
-Location-Staff-Ambience
- Bathroom- Value- Technology
Copenhagen
Optimize Online Distribution & Pricing
Strategy
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
3 Factors Affecting Online Ranking
Regency Quality Quantity
Reviews&SocialMedia
CompetitorPricingData
Booking&ReservationData
WebShoppingRegrets&Denials
Weather
AirTrafficTraditional Revenue
Management
Traditional Revenue Management
Use Reviews Data Set to Improve Pricing
• Reviews can affect pricing & help hoteliers understand future demand more accurately.
• Analyze your reputation scores over time when forecasting & setting a pricing strategy.
Source: Duetto
Better Understand Key Segments & Performance
• Track performance across all OTAs & review sites.
• Understand trends by customer segment such as guest nationality.
• Conduct competitive benchmarking by channel.
• Identify where you need to take action.
Identify Opportunities to Increase ADR & RevPARUsing Revenue Optimizer you can evaluate the relationship between a hotel’s online reputation and historical pricing performance relative to competitors in order to identify opportunities to increase financial results.
Create Demand byExceeding Guest
Expectations
Measure & Improve 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
Phone
Revenue & Distribution
General Manager
Food & Beverage
Quality & OperationsSales & Marketing
Front Desk
Housekeeping & Maintenance
Real-time Guest Intelligence Across the Organization
The Right Insight to the Right Person
• Customizable & tailored for different departments & roles.
• Ex: Revenue Manager:• Reviews: Compare performance by
channel.• Semantic: Drill down to understand
reason for negative reviews.• Surveys: View of survey with just
questions related to booking process.
• Alerts & reports focus on key action items & priorities.
Auto Case Management to Streamline Operations
• Automatically assign & track cases based on specific guest feedback from online reviews or surveys (whether in-stay or post-stay).
• Benefits:- Automate follow-up on feedback
so issues don’t go unfixed.- Increase staff efficiency, reducing
costs.- Drive service excellence.
Manage Communications from One Central Hub
• Customers are communicating in new ways & you need to connect with them.
• Follow-up with customers in the channel of their choice.
• Improve service & drive operational excellence.
Access On the Go Is Critical
How Do Savvy Hoteliers Leverage Guest
Intelligence?
Optimize Management Response Strategy
• 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.
“Focus on Key Corporate Sales
Ensure high level of satisfaction of guests from key corporate accounts:
• Import PMS data & automate reporting for specific accounts.
• Real-time alerts sent to sales team if unsatisfied guest.
• Can resolve issue before feedback reaches head office & jeopardizes account.
#1 Ranked Hotel on TripAdvisor
Impact of Increased Online Ranking
Aria Hotel Budapest named #1 Hotel in the World
• Following #1 ranking monthly website traffic jumped 5X.
• Direct bookings more than doubled.
• Occupancy increased.• ADR increased
significantly.
About ReviewPro
30,000+ Clients and Partners in 150 CountriesHotels Restaurants
Destinations &Star Ratings
Consultants & Advisors
Hotel Owners & Investors
Management & Representation
Companies
What We Offer
• Online Reputation Management
• In-Stay Surveys
• Post-Stay Surveys
• Auto Case Management
• Advanced Case Workflows
• Guest Messaging Hub
• Staff to Staff Messaging
Guest Intelligence
Case Management
Messaging Hub
Data InsightsOperational
& Service Priorities
ResultsAction
Q & A
Wilma [email protected]
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