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Online Reputation Management

Online Reputation Management

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Online Reputation Management

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Presentation Transcript

  1. Online Reputation Management Where Are We & Where Are We Headed? Kam Desai | Founder, VP Products

  2. The State Of Online Reputation

  3. The Social World Is Only Growing • Smart phone use skyrocketing • Comfort with social sites growing • Social feedback growing • Customer feedback spreads like wildfire 47% 84 M visits / month 58% YoY 150 reads/review

  4. Attracting Guests is Becoming Trickier 36% Travelers Consult Review Sites Before Booking 2010 Trip Advisor & Cornell Hospitality Research 1 Star Increase Allows 11% Price Increase With same market share, Travelocity & Cornell Hospitality Research 1% Increase Reputation Results in .54% Occupancy STR & Cornell Hospitality Research “Dominating Effect of Consumer Reviews Over Aggregate Consumer Ratings” Journal of Hospitality & Tourism Research Feb 2013

  5. About newBrandAnalytics

  6. Who We Are • Social Operational Intelligence… • Property Specific Findings • Operational Actions from Each Review • Compset Assessments • Guest Engagement • …that drives • Happier Guests • Better Online Reputations • Increased Revenues Images are for display purposes only – true scores vary

  7. Online Reputation Management:Where Are We Headed?

  8. Our Core Belief ACTUAL Guest Experience Drives Reputation Drives Revenue

  9. The Future is NOT STAR RATINGSStar Ratings Only Tell Half The Story Travelers are savvy enough to read reviews and not just rely on stars

  10. The Future Is COMPREHENSIVEEvery aspect of the hotel experience matters Distribution of online guest comments, by category

  11. The Future Is ACTIONABLE Look beyond star ratings to uncover operational details that affect future guest satisfaction and conversion

  12. The Future Is All About Sustaining LOYALTYDrilling deeply into guest feedback data, we find key drivers which affect loyalty and future bookings potential

  13. The Future Is UNIFIEDA Single Composite Operational Score Traditional Surveys Must Be Married with Social Guest Commentary + = True 360 Guest Satisfaction

  14. The Future Is PRIORITIZATION by RevPAR IMPACTWhat Should We Concentrate on Operationally?

  15. What Should We Focus On Now?

  16. Watch Your Detailed Operations!

  17. …And Compare Your Operations To Your Comp Set.

  18. Other Benchmarks That Matter • Social Engagement • When deciding between two hotels, 65% of people say that seeing a management response would sway them to book with the responding hotel–Forrester January 2013 • Perception of Unsolicited Loyalty • Reading reviews where a traveler states they would come back increases confidence in the property and experience

  19. In Conclusion • Reputation Management Starts With the Guest Experience • Monitor and tune your operations constantly • Truly Understand Your Guest’s Experience • Go Beyond Star Ratings and Aggregate Rankings to Fix Problems • Engage With Your Guests • Engagement affects reputation and future booking decisions • Reference A Single Source of Truth • Surveys and Social Feedback Must Combine • Prioritize Actions Based on Loyalty and RevPAR Impact • Your portfolio can’t concentrate on everything at once