Online Reputation ManagementFor Hotels

Has become crucial in the hotel and wider travel market.

A process by which companies and individuals can monitor, influence and improve feedback that people leave about them on the internet.

Online feedback was first popularised by Ebay, but now covers almost any good or service sold online.

Managing reputations can increase bookings ad conversions by up to 90%.

What is online reputation management?

Percentage of hotel bookings made online

100959085807570656055504540353025201510

50

2000 2005 2012

% o

f boo

king

onl

ine

The Importance of the internet to hotels

In 2000 the amount of hotel reservations made online was 1%. Today it is close to 50%.

14% of online bookings now come through mobile devices.

60% of people research hotels online regardless of how they then go on

to book.

The use of the internet for hotels is now growing at

5% per annum.

Key review sites

Why does reputation management matter?

85% of business c

ustomers r

esearch hotel purchases through so

cial

media and online before committi

ng, according to Forre

ster.

Hotel prices a

re in-elastic – discounts

or cheaper prices w

on’t help you

recover from bad publicity.

Past experience, re

views and recommendations h

ave become more importa

nt than

price or location.

World Travel Report n

otes that 35% of people changed their h

otel selection

after reading negative reviews.

What does it mean financially?

The University of Las Vegas, home of hospitality, have empirically tested and proven the link between online reputation and revenue per available room (RevPar).

Expedia report that a hotel review of 4.0 or 5.0 will result in at least twice the conversions of a hotel rating of 1.0 or 2.0.

ComScore/Kelsey research found that customers are willing to pay 20% - 90% more for a room with five stars compared to four stars.

Best Practice for Online Reputation Management

Never ignore negative feedback

You can’t be perfect all the time, and you need to have a clear process in place for a negative review about your hotel. Engaging with the complaint in a clear, polite and positive fashion creates a favourable impression with potential customers. Never react aggressively.

Encourage your customers to leave positive reviews

Customers are much more likely to leave a review or share their opinion if they have had a negative experience. So be proactive in getting people to leave positive recommendations. At the point of check-in and check-out, ask your customers to leave positive feedback if they have had a good time.

Best Practice for Online Reputation Management

Whatever you do, don’t be tempted to try and game the system. Several hotels have tried posting false reviews on websites like TripAdvisor, and there is now a growing list of blacklisted hotels. Don’t be tempted, you will be found out.

Whatever you do, don’t be tempted to try and game the system.

Cont...

Can you manage this yourself?

There is no technical impediment to carrying out ORM yourself.

Do you know exactly what to say and do for the best effect?

However, it can be hugely time consuming. Can you spend 2-3 hours a day doing it yourself, or stand the expense of training and using staff for it?

Do you know all the channels and websites that you need to register as an owner with, and do you know where to find out about new ones?

ORM is an investment

ORM is growing at a huge rate. Can you afford to be left behind your competitors?

Reputation management is an investment, and needs to be managed by professionals.

The best return on investment comes through partnering with an established, ethical and progressive online

reputation management company.

Thank you

!

4781 N. Congress Ave Ste. 214Boynton Beach, FL 33426

Ofc: 561-266-4875

local5stars@gmail.com