Your guests are talking about their experience with your property on review sites and OTAs. Prospective guests look for these reviews at a critical stage in the booking process. Many hoteliers already know that responding to hotel reviews is important for bookings, and a 2014 TripAdvisor study offers resounding confirmation. It found that hotels providing a management response to reviews are 21% more likely to receive a booking inquiry via TripAdvisor than those who don’t respond to any reviews. And, properties that respond to over 50% of their reviews increase their likelihood of receiving a booking inquiry by 24% (compared to properties that do not respond to reviews). It is essential for hoteliers to respond and interact with these guests for four reasons. By responding you can: -Minimize the damage negative comments can do to your hotel’s reputation -Recover service with unhappy guests -Discover brand enthusiasts and turn them into promoters -Learn more about your guests, so you can optimize your service and communications Join online reputation experts from Revinate and the Dictionary Hostel in London, as we discuss best practices for responding to positive, neutral, and negative reviews on TripAdvisor and other review sites.

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Online Reputation
How to manage your hotel’s reputation on TripAdvisor
and other review sites

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Agenda
• Why online reputation management is critical
• Best practices on how to respond to reviews
• How to leverage feedback data to optimize
your hotel’s services and communications
Join the conversation!
@Revinate
#HotelReviews

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Meet the Presenters
Carrie Murphy
Marketing Specialist
Revinate
Alex Cook
Operations Manager
Dictionary Hostel, London

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About Revinate
SaaS tech company based in San Francisco
Offices in Singapore, Sydney, Cape Town, Amsterdam and NYC
• Founded in 2009
• 120 employees
• Focused exclusively on hospitality
• 25,000+ hotels in 160 countries

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The New Hospitality
Landscape
Why online reputation management is critical

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Consumer Behavior Shift: Worldwide
93%
of travelers worldwide say online
reviews have an impact on their
booking decisions.
51%
of travelers have written an online
review about the accommodation
upon return from a trip.
Source: TripBarometer report 2012

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Online Reputation
There is a direct relationship between online ratings and revenue.
+14.2%
Forevery1pointincreaseinrating:
ü Bookingsincreaseby14.2%
ü 11.2%increaseinAverageDailyRate
Source: Cornell University “The Impact of Social Media on Lodging Performance”

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Online Reviews Influence Price
Guest reviews have a significant impact on hotel conversion rates
as well as the rate that travelers are willing to pay.
Source: NYU, Sept 2014
3.9x
Given equal prices, travelers
are 3.9 times more likely to
choose a hotel with higher
review scores
76%
Of travelers are more likely
to book a hotel with a higher
score, even if it means
paying a higher rate.

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Management Responses

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How to Respond
Online Reviews and Social Media Posts

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Response Goals
• Minimize the damage negative comments
can do to your hotel’s reputation
• Recover service with unhappy guests
• Discover brand enthusiasts and turn them
into promoters

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Negative Reviews: Response Guidelines
Apologize
Be brief
Follow up
Invite them back

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Mixed Reviews: Response Guidelines
The Positive Sandwich
Method!

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Review Example

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Sample Response

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Positive Reviews: Response Guidelines
Thank
Personalize
Thank again
Invite them back

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Suggested Response Rate
100%
100%
50%
50%
25%

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Leverage Your Data
Use your feedback data to optimize your services
and communications

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Reviews are Rich Data Sources

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Sentiment Analysis

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Make Smart Operational Changes

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Customer Spotlight: Las Suites
Average review score
increased from 3.7 to 4.5
“The data in Revinate showed we had an issue with traffic noise. We
invested in soundproof windows. Since then, our ratings have improved
and we have received no more complaints about traffic noise.”
Marco Gonzalez, Revenue Manager
Used Revinate’s data analysis to make smart improvements:

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The Dictionary Hostel
4x increase in review volume
#254 to #66 on TripAdvisor
3.3 to 4.5 average rating
“With Revinate, we get feedback from more
websites and better analysis on all of our data,
with much less time commitment on our part.”
Alex Cook, Operations Manager

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Paying Attention to Guest Feedback Drives Results
3.85
3.9
3.95
4.0
4.05
4.1
4.15
Revinate Clients Non-Clients

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Hotels access
feedback
Hotels identify
ways to
improve
Make
operational
improvements
Guests write
more positive
reviews
New potential
guests see
reviews
Paying Attention to Guest Feedback Drives Results

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Next Steps
1. Monitor your online reputation and social media
2. Respond to reviews
3. Collect and analyze your data
4. Adapt and improve

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Questions?
Email me! carrie@revinate.com