This document discusses how online reputation management (ORM) can improve guest satisfaction and increase revenue for hotels. It provides examples of hotels that have used feedback from reviews to enhance services in areas like breakfast offerings and checkouts. The document also references studies finding a correlation between improved review scores and higher room rates and occupancy. Additionally, it describes tools from ReviewPro that help hotels benchmark their online reputation against competitors and identify areas for improvement to potentially boost revenue.

1. The Impact of Social
Media & ORM on
Revenue
RJ Friedlander @rjfriedlander
CEO, ReviewPro
March 2013 @reviewpro

2. About ReviewPro
• Nearly 5,000 clients in 70 countries trust ReviewPro to improve guest satisfaction
and increase revenue
March 2013 2

3. What are we going to talk about?
• Online reputation management as a proxy for tracking and
improving guest satisfaction
• How innovative hoteliers are leveraging the social web to improve
the guest experience
• Can increasing your online reputation drive revenue growth?
• How we help hotels manage their online reputation
• Key takeaways
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4. More things change, More they stay
the same
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5. More things change, More they stay
the same
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6. Introduction to Online Reputation
Management
Listen React Revenue
• Reviews are no longer • Positive Reputation is about: • Increase Reviews
targeted • Communication • Increase Distribution
• Wider audience • Internal actions • Steal Market Share
• Understand Sentiments • Highlighting positives • Add ORM to Revenue
• Monitor multiple • Establishing trust Metrics
sources • Drive Revenue
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7. Opportunity to leverage the social web
Know everything that is being said online about your
hotels – “ 24/7 Mystery Shopper”
Identify areas of improvement based upon
quantitative & qualitative customer feedback
Get your team on the same page
Benchmark your guest satisfaction indexes against
your direct competitors
Maximize online distribution sales and increase
direct bookings
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8. The future of measuring customer
satisfaction
Global Review Semantic
IndexTM Analysis
ONLINE EDUCATION
REPORTING ALERTS
TOOL & SUPPORT
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9. What are we going to talk about?
• Online reputation management as a proxy for tracking and
improving guest satisfaction
• How innovative hoteliers are leveraging the social web to
improve the guest experience
• Can increasing your online reputation drive revenue growth?
• How we help hotels manage their online reputation
• Key takeaways
March 2013 9

10. Product improvements: Olivia Plaza
Hotel
• Used semantic
analysis to improve
breakfast offering
• Significantly reduced
the number of
negative reviews and
comments
“
Our overall ratings improved considerably after we
implemented these measures.
- Ricardo Samaan, Olivia Plaza Hotel
March 2013 10

11. Service improvements: CitizenM Hotels
• Checkout includes guest satisfaction check:
– Negative: A manager is involved to resolve problem
– Positive: Receptionist encourages sharing
experience in review
• Higher volume of positive reviews and negative reviews are minimized
because guests do not leave the hotel with a negative feeling
“
We get people saying, „I usually don‟t write a review, but my stay at citizenM
was so special because you did this specific thing that made me think WOW.‟
- Diego Sartori, CitizenM
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12. Service improvements: Corinthia
Hotels • Use their Twitter account to
provide service to their guests
“
We‟re turning negatives into positives. We‟re transparent in reacting to issues in
front of everyone. That helps our customers trust us.
Jason Potter, Corinthia Hotels
March 2013 12

13. What are we going to talk about?
• Online reputation management as a proxy for tracking and
improving guest satisfaction
• How innovative hoteliers are leveraging the social web to improve
the guest experience
• Can increasing your online reputation drive revenue growth?
• How we help hotels manage their online reputation
• Key takeaways
March 2013 13

14. Quantifying the impact of ORM on
revenue
“ “
Guests are willing to pay 38% A 1-point increase in a
more for hotels whose online review score equates to a
reviews indicate top-level 9% increase in average
service daily rate.
comScore Expedia
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15. Study by Cornell University
• Basis of the Analysis:
– More than 930,00 samples reviewed over the period of 2 and a
half years
– Luxury, Upscale and Midscale establishments
– In 11 key markets across the UMS and Europe
 Specifically Madrid, London, Rome, Berlin, Milan, Prague,
Chicago, Los Angeles, New York, San Francisco and Miami
• The study therefore reaffirms the impact of Online Reputation on all
offline and online Distribution channels.
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16. Competitive Quality IndexTM (CQI)
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17. Competitive Quality IndexTM (CQI)
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18. Revenue Optimizer
• Use the CQI™ alongside other industry metrics(STR,
TravelClick):
– Identify if you are achieving fair share of market from a quality
perspective
– CQI is calculated by dividing the GRI with the Competition
Average GRI
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19. Revenue classification of “Chain A”
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20. Revenue Opportunity
Revenue Opportunity
• Key trends to analyze further
ReviewPro Indexes
82.6% i Cleanliness
80.6% h Value
77.1% h Location
Semantic Mentions
Room (“Dirty”, “Small”, “Dark and Depressing”)
Room (“Poor Service”, “Wifi Horrible”, “Slow”)
• Possible Internal Actions:
- Set up alerts on ReviewPro for all Managers to be up to date
on all reviews from guests to maintain high CQI™
- Set up the monthly reports and Snapshot to be up to date on Scores Nov
trends within your hotel CQI 110%
- Identify whether you have an opportunity to increase rates RevPAR 78%
- Benchmark CQI™ against other metrics in the market
- Add the GRI™ widget to the hotel website to drive direct
bookings
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21. How it looks in ReviewPro
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22. Detail of your weaknesses vs. the
competition
• The Semantic Analysis for the competition enables you to:
– Which concepts you have posistive and negative mentions
– Identify exactly what your competitors customers are saying about specific concepts for the competitor
hotels
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23. Management & Brand Reports
• Reports Available
– Executive Summary
– Quality & Operations
– Sales & Marketing
– Brand Reports
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24. Snapshot
• Daily & Weekly Update of Online Evolution
– GRI Evolution
– Number of Reviews
– Number of Semantic Mentions
– Social Media Mentions
– Competition GRI Update
March 2013

25. What are we going to talk about?
• Online reputation management as a proxy for tracking and
improving guest satisfaction
• How innovative hoteliers are leveraging the social web to improve
the guest experience
• Can increasing your online reputation drive revenue growth?
• How we help hotels manage their online reputation
• Key takeaways
March 2013 25

26. Key takeaways
• The social web provides guest insights that can be turned into
action across the organization
• Proactively managing online feedback can significantly improve the
guest experience
• The Global Review IndexTM is the leading barometer for online guest
satisfaction benchmarking
• The impact of social analytics plays a key role in helping you to
maximize revenue
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27. Contact
R.J. Friedlander
CEO
rfriedlander@reviewpro.com
Twitter: @rjfriedlander
Skype: rjfbcn
Mobile: +34 610 459 003
Website: www.reviewpro.com
Visit our booth: Hall 7.1c, Stand 101 (just outside the eTravel Lab)
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