Carmelon team offers hotels' online reputation management and reviews improvement services which include Consultation and guidance with TrustYou ORM system ,technical training, handling of reviews policies, analysis, Review, evaluation and assessment of key competitors, and ongoing support and consultation.

1. 1
Online Reputation Management for Hotels
Gil Vardi
Products and Online Reputation Director

2. Main Topics
1. Carmelon Digital Marketing
- Company profile
- Our services
- Our Clients
- About us
2. Online reputation management and reviews
improvement service
3. The importance of online reviews for hotels
4. TrustYou – Online reputation management system

3. Company profile
Carmelon Digital Marketing provide comprehensive and advanced digital
marketing solutions and services to a wide range of leading companies
internationally with a focus on the travel industry.
Our team includes dedicated professionals with experience in all aspects of
digital marketing, including experts in SEO and UI, Google AdWords and
Analytics certified experts, mobile and app analytics, content editors, social
media professionals and content writers.
We act according to a comprehensive methodological approach, which
includes the masterful application of a variety of techniques and tools, as
well as meticulous data analysis and comprehensive research.

4. Our expertise
 Improving results with smart digital marketing
We provide advanced, multi-channel digital marketing services which increase sales
for our clients
 Increasing quality traffic to websites
We specialize in increasing quality traffic from search engines that produce
conversions
 Analyzing visitor traffic
We specialize in web analytics, which allows us to improve performance, and execute
a proper solution
 Optimizing website conversion rates
We specialize in increasing digital conversion rates, and boosting your online sales
and business results

5. Our Services
Traffic
• SEO - Search Engine Optimization
for websites
• PPC - Advertisement in search
engines, apps, social networks and
websites
• Mobile Search Marketing – Mobile
websites optimization
Analysis
• Web Analytics – Analyzing the
traffic that reaches the website
or app
Action
• CRO – Conversion Rate
Optimization
• Accessibility - websites
accessibility for disabled users
Reputation
• ORM – Consulting and
supporting for Online reviews
improvement and reputation
management for hotels

6. Amongst our customers

7. About us
Mr. Yair Carmel - CEO & Founder
A digital marketing expert since 1999, Yair has an extensive and comprehensive experience in digital
marketing along with expertise in search engine optimization (SEO), traffic analysis (Web Analytics),
conversion rate optimization (CRO), mobile marketing, Google advertising, search engine advertising,
management and more.
Yair (better known by his nickname Carmelon), is an inspired out-of-the-box thinker who utilizes his
vast proficiency consulting with corporations and large companies, in synergistic collaboration with
colleagues, and forming alliances with web development and IT companies.
Mr. Ofer Wizel - VP Media & Clients, Partner
Active in the field of internet and digital marketing since 2000, Ofer has an extensive expertise in
digital management, specializing in marketing e-commerce websites, SEO, Web Analytics, CRO,
mobile marketing, internet advertising, affiliate programs, social network marketing, management
and more. As part of his previous job as a manager of online operations at Isrotel hotels chain, Ofer
assisted in establishing and directing the internet and e-commerce areas, and management of the
company’s websites.
Mr. Gil Vardi – Hotels Online reputation consultant
Active in the field of internet since 2009. Gil has a diverse experience in digital projects management
and online systems implementation. As part of his previous job, Gil managed the implementation and
the trainings of TrustYou’s online reputation management system in all 30 hotels of Fattal chain.
Additionally, Gil led researches and implementation of innovative online tools for improving the
chain’s websites’ user experience and conversion rates. During his two and half years of work at
Fattal hotels chain, the online sales were multiplied by 3.

8. HOTELS ONLINE MARKETING STRATEGY
Booking.com
Expedia.com
Agoda.com
Venere.com
Orbitz.com
Travelers Reviews
Tripadvisor.com
Booking.com
Google reviews
Google Hotels Finder
Local reviews sites
Direct sales
(Best Price Guaranteed)
Local agents websites
read reviews
from other
travelers before
booking a hotel
Mobile Presence
Click To Call
Web app
Native app
SEO
PPC
Affiliates
Ads
CRO
41%
Online Travel
Agencies (BPG)
Hotel Sites
8

9. Online reputation management and reviews improvement service
Main goals:
1. Maintaining and strengthening the influx of positive reviews for a prolonged
period of time, knowing that this is a central decision making factor in the
customer's reservation process - More positive reviews = more sales!
2. Prevention and management of negative reviews by active encouragement
of a direct, respectable, and controlled conversation with the customer, thus
both improving the hospitality experience, and reducing negative public
exposure.
3. Encouraging the expansion of an online guest review database, and
specifically sharing those that are positive, in order to strengthen the hotel's
image online.
4. Improving guest satisfaction across all hotel categories (rooms, service,
food & beverages etc.), by setting objectives and tasks based on the reputation
management strategy that will be predefined according to the hotel’s specific
goals.

10. Services that we offer towards improving reputation and managing reviews
o Consultation and guidance in selecting and implementing an ORM system
o Technical training sessions in regard to correct and effective usage of the ORM
system.
o Assistance in developing an online hotel reputation management strategy.
o Consultation regarding the policies of the correct handling of reviews.
o Analysis of periodic reports for monitoring purposes, and subsequently
improving the positivity of reviews.
o Assistance in defining objectives and tasks based on the KPIs.
o Review, evaluation and assessment of key competitors in order to lead in
each and every category.
o Ongoing support and consultation.

11. 11
How important is it to manage your online reviews?
A study made by the Pennsylvania State University and SAS (Business information
analysis company) found that:
 The online reviews have the biggest influence on consumers in evaluating hotel's quality
 A consumer will prefer to pay the lowest price, but will make an order only after checking
the reviews of the hotels and its competitors
 A price is no longer a main factor for hotel's quality evaluation in the online reviews age
 Reducing the price can no longer improve the hotel's image in the eyes of the consumer,
however, focusing on addressing the problems raised in the negative reviews will
 A positive review = growth in sales and increasing of the level of sales.
"if a hotel increases its review scores by 1 point on a 5-point scale (e.g., from 3.3 to 4.3), the
hotel can increase price by 11.2% and still maintain the same occupancy or market share."
(Cornell University, 2012)
See more at: http://www.tnooz.com/article/price-reviews-and-ratings-how-consumers-evaluate-a-hotel-room-purchase-in-a-social-
world/#sthash.mCD2TxgG.dpuf

12. Sharing inspires more dreamers
SHARE FAVORITE
41%
read reviews
from other travelers

13. Are we
part of the
conversation?
Ask yourselves…

14. Source: http://www.mediabistro.com/alltwitter/online-travel-industry_b25865
14
The answer is YES!
87% of travellers use the internet to plan an
upcoming trip
52% of travellers changed their initial plans based
on Social Media posts
50% of companies in the travel industry agree that
they have generated bookings via Social Media

15. The “Global” village of the Internet

16. Circle of Trust
16

17. Online reviews scattered all over the Internet
Blogs & Forums
Social Media
Review Portals &
OTAs

18. • TrustYou is a German company which provides a system for online reputation
management
• Among the company's customers are Fattal hotel chain and Tamares hotels
• The system gathers all the online reviews about the hotels from more than
250 internet sources into one user friendly interface
• Aggregation of reviews’ rates is turned into main KPI’s (Key performance
index) which are introduced on the system dashboard. The KPI’s include
hotel’s categories segmentation based on content analysis in 29 languages
TrustYou – Hotel’s online reputation managing solution

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3‫של‬ ‫עיקריים‬ ‫מוצרים‬TrustYou‫לניהול‬ ‫כפתרון‬
‫באינטרנט‬ ‫המוניטין‬
‫רצון‬ ‫שביעות‬ ‫סקרי‬
"‫להקשיב‬"‫האורחים‬ ‫לדעות‬
‫רצון‬ ‫שביעות‬ ‫סקרי‬ ‫באמצעות‬
‫גם‬ ‫להטמעה‬ ‫הניתנים‬
‫בפייסבוק‬
‫הדעת‬ ‫חוות‬ ‫ניטור‬
‫על‬ ‫אומרים‬ ‫הלקוחות‬ ‫מה‬ ‫להבין‬
‫אמת‬ ‫בזמן‬ ‫והמלונות‬ ‫המותג‬
‫מוניטין‬ ‫שיווק‬
‫להטמעה‬ ‫מוניטין‬ ‫שיווק‬ ‫כלי‬
‫באתרי‬‫לטובת‬ ‫המלונות‬
"‫שקיפות‬",‫אמון‬ ‫העצמת‬
‫אחוזי‬ ‫והגדלת‬ ‫הלקוחות‬
‫ההמרה‬
19
Three Products as the solution
19
REPUTATION SURVEYS
Listen to your guests with
our powerful guest
satisfaction surveys and
Facebook application
REPUTATION MONITORING
Understand what customers
are saying about your brand or
product in real time
REPUTATION MARKETING
Convince customers of
your reputation with
marketing tools to
increase conversions

20. Online Reviews Monitoring Tool
Understanding..
The customers
and their needs
20

21. Dashboard- Main KPI’s

22. Reviews management and goals definition

23. Reports and notifications
The system allows
exporting a wide range of
personalized reports on
the basis of the KPI’s

24. Hotel’s categories rates based on reviews content analysis

25. Comparison to predefined competitors

26. Reviews management - Inbox
Manage your online reviews in a user friendly interface with diverse options:
Reply directly from a designated window, Filter reviews by several parameters,
Forward reviews as task, Share reviews in social networks and Edit the reviews’
sentiment analysis

27. Social networks Integration

28. Cross Platform

29. 24/7 Email alerts

30. GSS & UGC Surveys
Collect all feedback with
* GSS – Guest Satisfaction Survey | UGC – User Generated Content

31. Customizable satisfaction survey's request Templates

32. Guest Satisfaction Survey – Example 1

33. Guest Satisfaction Survey – Example 2

34. On Site Surveys

35.  Use TrustYou and strengthen brand.com UGC and analytics data
 Use TripAdvisor and strengthen TripAdvisor ranking
 Use Google and strengthen Google ranking
 Use Holidaycheck and strengthen Holidaycheck ranking
Reviews Distribution

36. UGC MARKETING SOLUTION
Visualize all feedback with
* TrustYou’sMeta-Reviews(TM) are based solely on verified travel reviews from more than 250 sourcesworldwide. They do not include data from TripAdvisor.

37. 100% SEO friendly integration. Usage of TrustYou API
TrustYou supports integration
Introducing Management Responses to UGC
* TrustYou’sMeta-Reviews(TM) are based solely on verified travel reviews from more than 250 sourcesworldwide. They do not include data from TripAdvisor.

38. Mobile Ready
* TrustYou’sMeta-Reviews(TM) are based solely on verified travel reviews from more than 250 sourcesworldwide. They do not include data from TripAdvisor.

39. The Meta-Review™
* TrustYou’sMeta-Reviews(TM) are based solely on verified travel reviews from more than 250 sourcesworldwide. They do not include data from TripAdvisor.

40. Multi languages support
* TrustYou’sMeta-Reviews(TM) are based solely on verified travel reviews from more than 250 sourcesworldwide. They do not include data from TripAdvisor.

41. Partner Quotes
“
”
We are excited to have started testing the TrustYou Meta-Reviews. We are convinced TrustYou's overall
reputation summary will be one of the key aspects to help Chinese travelers to make the right booking decision
on qunar.com.
“ ”
As a global acting company, Trivago needs global acting
partners. TrustYou's capability to automatically analyze
millions of reviews into easy to digest summaries in every
language is very promising to us.
Rolf Schroemgens
CEO, Trivago
“
”
The TrustYou Sabre Red App provides incredible time
saving for agents while giving them a global,
comprehensive look at what travelers have said with one
simple click. This allows agents to dramatically reduce
research time on a hotel’s reputation.
Chris Kroeger
SVP, Sabre Travel Network
Denise Peng
COO, Qunar.com
* TrustYou’sMeta-Reviews(TM) are based solely on verified travel reviews from more than 250 sourcesworldwide. They do not include data from TripAdvisor.

42. +2% INCREASE IN TRUSTSCORE
+1865 SURVEYS SENT PER MONTH
+20% INCREASE IN AVG NUMBER OF REVIEWS ON
TRIPADVISOR PER MONTH
+19% RYDGES REVIEWS COMING FROM TRUSTYOU
SURVEYS
+2% INCREASE IN POPULARITY
TrustYou’s customers proven Success
“When new developments happen in the hotel industry, Derag Hotel and
Living monitors them closely and implements the innovations in order to
remain a frontrunner. In TrustYou, we have found a competent partner
with whom to manage social media and hotel reviews efficiently.
TrustYou helps us not only to monitor our online reputation, but
also to actively work on areas where our competitors have the
advantage.”
— LARS DÜNKER (OPERATIONS MANAGER, DERAG HOTEL AND LIVING)

43.  User guide manuals in several languages
 Tutorials
 “How to” guidance based on case studies
 Online scheduled webinars
 Consultant and support by the experienced team of Carmelon – Digital Marketing
TrustYou – Training and support

44. 1. Comprehensive and proven 3-in-1 product from 1 vendor
2. Intuitive interface that offers a great user experience
3. Participate in the new Meta-Reviews™ revolution
4. Experienced and passionate team
*** Detailed comparison to other ORM systems will be presented upon request
Top 4 Reasons To Choose TrustYou
* TrustYou’sMeta-Reviews(TM) are based solely on verified travel reviews from more than 250 sourcesworldwide. They do not include data from TripAdvisor.

45. Business model
1. Hotels online reputation management in reviews channels for
increasing revenues. Based on monthly retainer or actual
hourly consultation format
2. TrustYou products - One year contract

46. Questions?
Contact us
Gil@carmelon.co.il

47. 47
Thank You!
Gil Vardi and Carmelon’s team
http://www.carmelon-digital.com