your host - reviewpro · google reviews 2. an overview of the new google hotel search experience...

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Daniel Craig

VP of MarketingReviewPro@dcraig@ReviewPro

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Share Your Questions & Comments

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Follow our live tweets! Tweet your comments, questions &

tips using @ReviewPro and #SMWebinar.

Visit the Resource Hubwww.reviewpro.com/resources

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Poll 1

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How best would you describe your company’s approach to Google reviews?

1. We have a clear strategy in place.

2. We don’t have a strategy, but we closely manage Google reviews.

3. We monitor and respond when we can.4. We don’t currently manage Google reviews.

5. What’s Google?

Use the pop-up window on your screen to respond.

???

Today’s Topics

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1. The latest trends and data related to Google reviews

2. An overview of the new Google hotel search experience design

3. Managing your Google My Business listing

4. Increasing your rating and review volume

5. Using ReviewPro to manage review distribution and benchmark performance

6. Q&A

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Today’s Presenters

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Daniel Craig Alex HannonCliff Galitz

VP of MarketingReviewPro

@dcraig

Partner Development ManagerGoogle

@Google

Customer Experience ManagerJurys Inn

Leonardo Hotels@JurysInnHotels

Danica Smith

Product SpecialistReviewPro

@Danica_Smith

Danica Smith

Product SpecialistReviewPro@Danica_Smith@ReviewPro

Thanks for Joining Us Today!

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Upgrade the Guest Experience

Specializing in Guest Experience Improvement

Hotels RestaurantsDestinations &

Star RatingsConsultants &

AdvisorsHotel Owners &

Investors

Management & Representation

Companies

• 43,000+ Clients & Partners in 150+ Countries

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43,000+ Clients & Partners in 150+ Countries

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Hotels RestaurantsDestinations &

Star RatingsConsultants &

AdvisorsHotel Owners &

Investors

Management & Representation

Companies

Tools & Processes to Improve the Guest Experience

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Data InsightsOperational

& Service Priorities

ResultsAction

Online Reputation Management

Guest Intelligence Improvement SuiteTM

Guest Satisfaction Surveys*

Guest MessagingHub

Case Management

*In-stay and post-stay surveys

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Google: Gateway to Travel Planning

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Google Users Have Been Busy

-50,0%

0,0%

50,0%

100,0%

150,0%

200,0%

250,0%

300,0%

350,0%

Google

Expedia

Booking.com

Hotels.com

TripAdvisor

Ctrip

Change in Review Volume

2017

2018

Source: ReviewPro, 2018.Data set: 22,286 3, 4 & 5-star hotels in regions around the world.

Reviews posted Jan 1 – Oct 31, 2017 & 2018.

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Review Market Share Has Shifted

Google37%

Booking.com 31%

TripAdvisor12%

Ctrip4%

Hotels.com3%

Expedia3%

Other10%

Source: ReviewPro, 2018.Data set: 22,286 3, 4 & 5-star hotels in

regions around the world. Reviews posted Jan 1 – Oct 31, 2018.

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Hotels Are Actively Responding

48%

45%

42%

41%

33%

31%

Source: ReviewPro, 2018.Data set: 22,286 3, 4 & 5-star hotels in regions around the world.

Respondable reviews posted Jan 1 – Oct 31, 2018.

Management Response Rate 2018

Cliff Galitz

Partner Development ManagerGoogle

Guest Presenter

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Proprietary + Confidential

November 2018

Hotel Search & User Reviews

“events” or “attractions” +“near me” searches have grown more than 5x on mobile over the past 2 years.1

“where to go”searches have grown more than 60% on mobile over the past 2 years.1

57% of U.S. travelers feel that brands should tailor information based on personal preferences or behaviors.2

Immediate Relevant (to me) Assistive

Sources: 1. Google Data, US, July-Dec 2015 vs. July-Dec 20172. Google/Phocuswright Travel Study 2017, Base: Leisure Travelers: US: n=857

Confidential + Proprietary

Hotel Search Experience

Confidential + Proprietary

Confidential + Proprietary

Confidential + Proprietary

Confidential + Proprietary

Managing Reviews & ContentGrow reviews

Engage with guests

Add photos & videos

Manage attributes and related businesses

New openings

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Poll 2

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What’s your biggest challenge with Google reviews?

1. A better rating2. More reviews

3. Negative comments

4. Not enough time/resources to respond5. Convincing coworkers of their importance

Use the pop-up window on your screen to respond.

???

Alex Hannon

Customer Experience ManagerJurys Inn & Leonardo Hotels UK and Ireland@JurysInnHotels@LeonardoHotels

Guest Presenter

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Jurys Inn

• Part of the Fattal Group

• 44 hotels in the UK & Ireland, 1 in Prague

• 36 Jurys Inn

• 9 Leonardo

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Importance of Google

• Visibility

• 1st point of call

• Impact on local listings

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Dealing With Reviews

• Centrally set response policy

• Respond to all negative feedback

• Quality is key

• Measured & reported on from within ReviewPro

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Using Reviews

• Utilize filters

• Tactical decisions made by hotels

• Longer term strategy set from head office

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How We Respond

• Google My Business managed by head office marketing

• Hotels submit responses

• Marketing team upload to Google

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Challenges

• Review platform linked to Google My Business

• Disputing reviews

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Positive Impacts

• +3% GRI

• +36% management response

• 92% audit pass rate

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Tips For Optimizing

• Act on the feedback (utilize ReviewPro)

• Be seen to be responding (quality is everything)

• Direct guests toward Google

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Managing Review Distribution &

Benchmarking Performance

Understanding Your Review Distribution

• It’s important to constantly monitor your review distribution and understand how these changes impact your business.

Boost Review Volume on the Right Channels

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• Choose where to build review volume and freshness by implementing one of the following Review Collection Programs:

TripAdvisor Review Collection Program

Google Review Collection Widget

HolidayCheck Review Collection Program

Implementing a Management Response Strategy

• You need to implement a realistic and achievable management response strategy for your business to ensure you spend your resources in the right way.

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Q&A with Our Panelists

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Daniel Craig Alex HannonCliff Galitz

VP of MarketingReviewPro

@dcraig

Partner Development ManagerGoogle

@Google

Customer Service ManagerJurys Inn

Leonardo Hotels@JurysInnHotels

Danica Smith

Product SpecialistReviewPro

@Danica_Smith

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Learn More at ReviewPro’s Resource Hub

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Data InsightsOperational

& Service Priorities

ResultsAction

Online Reputation Management

Guest Intelligence Improvement SuiteTM

Guest Satisfaction Surveys*

Guest MessagingHub

Case Management

*In-stay and post-stay surveys

Tools & Processes to Enhance the Guest Experience