reviewpro use guest feedback and online reputation ... - aahoa
TRANSCRIPT
ReviewPro
Use Guest Feedback and Online Reputation to Drive
Rate Growth
Prepared by and republished with the express permission of Josiah Mackenzie, ReviewPro
Our Presenter
Josiah Mackenzie
VP of Business Development
ReviewPro
Disclaimer
AAHOA does not provide legal or business advice or representation toany individual persons or members. AAHOA goes to great lengths toensure the information it provides is accurate and useful, but stronglyrecommends all persons and AAHOA members obtain professionaladvice and/or legal representation which is appropriate totheir particular situations. Further, AAHOA does not endorse anycompanies nor any of the products or services they offer.
Today’s Agenda
1. Why proactively managing guest experience is crucial
2. Basics of reputation management
3. From measuring to improving guest satisfaction
4. The future of guest satisfaction improvement
1. Proactively managing guest experience
• Reviews affect travel shopping today
• Guest satisfaction and revenue are linked
Reviews and travel shopping today
• Travelers today check an average of 38 websites before booking a trip (Expedia)
• 93% of travelers worldwide say online reviews affect their booking decisions (TripAdvisor)
• Hotels that respond to more than 50% of online reviews increase occupancy growth twice as fast as hotels that ignore reivews (TripAdvisor)
Online reputation = Revenue
• Cornell University conducted a study in partnership with ReviewPro and STR
• They found that a 1-point increase in a hotels’ Global Review IndexTM equaled up to:
• 0.89% lift in ADR
• 0.54% lift in occupancy
• 1.42% lift in RevPAR
• Results confirm the clear impact of online reputation on all offline and online distribution channels
2. Basics of reputation management
• Overview of feedback sites
• Tracking feedback
• Responding to reviews
Types of feedback sites
Tracking feedback
Responding to reviews
• Thank the reviewer for the feedback.
• Respond to any positive comments.
• Apologize for any legitimate negative experience.
• Explain the steps you'll take to prevent it from happening again.
• Allow the guest to contact you offline if follow‐up discussion is needed.
3. From measuring to improving
• Basics of reputation measurement
• Competitive benchmarking
• Identifying areas for improvement
• Involving your team
• Role-specific reporting
• Encouraging new reviews
Basics of reputation measurement
Competitive Benchmarking
Identifying areas for improvement
Involving your team
Revenue
Sales & MarketingOperations
Front desk
GMHousekeeping
Role-specific reporting
Encouraging new reviews
4. The future of guest satisfaction improvement
• Integration
• Mobile-enabled staff
• Links to revenue strategy
Integration of sources
Online Reputation Other Channels
Mobile-enabled staff
Link to revenue strategy
Questions?
Josiah Mackenzie
VP of Business Development
ReviewPro
(415) 671-9629
ReviewPro.com/resources
Rachel Humphrey
VP Franchise Relations
AAHOA
(404) 419-8985