Reputation & Revenue Roundtable
Hotel Guest Experience, Online Reputation & How the Social Web Can Drive Revenue Growth
Bill Carroll Professor of Marke/ng
School of Hotel Administra/on
Michael Levie Founding Partner & VP of Opera/ons
Ci/zenM Hotels
RJ Friedlander Founder & CEO ReviewPro
Online Reputation
Tac$cal Strategic
Reputa$on Protec$on & Promo$on
Opera$onal Recovery
Improvement
Brand Promise & Target Market
Alignment Compe$$ve Posi$oning
Management Effec$veness
Asset Valua$on
Opera$onal
Online Reputation
Increasing brand
awareness
Increasing customer connec/on
Improving customer service
Promo/ons, specials
Increasing revenues
“When they are looking for the right place to eat, more than four out of five people search social media sites to find customer reviews about restaurants and cafes. Your restaurant’s presence in social media has never been more important. One bad review handled improperly could mean tens of thousands of dollars in lost business for your restaurant. Ignoring the opportunity to build loyalty could mean tens of thousands more lost.” -‐ Main Street Hub™
What Impact Does it Have?
Source: Trip Advisor, Trip Barometer 2013
• Focus of the study – Nearly a million reviews over the period of two and a half years
– Focused on luxury, upscale and midscale segments
– In 11 key markets across the US and Europe
• Results confirm the clear impact of online reputa/on on all offline and online distribu/on channels.
Are Online Reviews Really Impacting Financial Performance?
Are Online Reviews Really Impacting Financial Performance?
More Things Change, More They Stay The Same
Reputation Can Impact Revenue
How Are Reviews Being Used Across An Organization?
Housekeeping & Maintenance" General
Manager"
Front Desk"
Revenue & Distribution"
Food & Beverage"
Sales & Marketing"
Quality & Operations"
Property Management
System"Central
Reservation System"
Revenue Management"
Channel Manager"
Global Distribution System"
Booking Engine""
Marketing"Guest Satisfaction
Surveys"
Finance" Investments"Social"CRM"
…"
How Are Reviews Being Used Across An Organization?
Using Reviews Inside Your Organization
• Incorporate user review scores (GRI) into GM and Opera/ons team • Provide tools and analy/cs for the opera/ons team • Include user review score metric in performance dashboards • Encourage guests to provide feedback and post reviews on user sites to
increase the volume of authen/c reviews
Roundtable Discussion and Q&A
Hotel Guest Experience, Online Reputation & How the Social Web Can Drive Revenue Growth
Bill Carroll Professor of Marke/ng
School of Hotel Administra/on
Michael Levie Founding Partner & VP of Opera/ons
Ci/zenM Hotels
RJ Friedlander Founder & CEO ReviewPro