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Organizing Chaos
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Information Chaos
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“How do I guide my users?”
“What are my guests saying?”
“Where can I find relevant
information?”
HOTEL
TravelWebsites
? ?
?
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StructureSemantic TechnologyChaos
SemanticTechnology
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“The check-in was very quick.”
“Food and drinks were great.”
“No WiFi inhotel rooms.”
“The surroundings were noisy and
bleak.”
“The staff was friendly to kids.”
StructureSemantic TechnologyChaos
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HotelABC
HotelDEF
HotelXYZ
- Small rooms (3)- No WiFi (2)
+ Kid Friendly Staff (4)+ Great Restaurant (8)
Criteria: Good FoodCategory: Family Hotel
SemanticTechnology
StructureSemantic TechnologyChaos
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Live DemoTrustYou Analytics
Backup TrustYou AnalyticsBackup Magic Box Backup TrustYou.com
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1 year, +1,000 customers
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10.04.2023 10© TrustYou 2010
Best practice
Brand Management in Social Media1“For me brand protection and social media are almost contradicting – the intial reaction is that it is rather damage control you are trying to pursue.
However managing social media does have implications on brand management:• Identifying von product issues via monitoring reviews• Identifying user needs and trends• Social Media is a marketing and booking channel”
Heiko Siebert, VP Distribution, Mövenpick Hotels & Resorts
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10.04.2023 11
Best practice
© TrustYou 2010
Get the overview: Where are people talking about me?2
“For more than two years we have been manually monitoring review websites with a quite substantial effort. Using TrustYou Analytics this is much more efficient.”
Heiko Siebert, VP Distribution, Mövenpick Hotels & Resorts
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10.04.2023 12© TrustYou 2010
Best practice
Take it seriously: Staff and manage it3
Manfred Mayer, CEO ARCOTEL Hotels
“At ARCOTEL a dedicated Online Marketing Manager manages not only the hotel‘s website, but different Social Media platforms like Facebook und Twitter as well - and this has been very successful for Arcotel for some time now.”
Q1 2010 • Revenues Online up 78,02%
year on year• Revenues on own website
up 158,22% year on year
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10.04.2023 13© TrustYou 2010
Best practice
Reviews: (free) market research for you
4
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10.04.2023 14© TrustYou 2010
Best practice
Quality Management & Monitoring5
“User reviews help us improve internal processes continuously and monitor our service strategy almost in real-time.”
Christian Andresen, GM and Owner The Mandala
• “Redecoration” , “wellness area”, “new chef” etc.
• Positioning, Trends, Guest needs
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10.04.2023 15© TrustYou 2010
Best practice
Benchmark against the competition6• What distinguishes you
from others?• What can be learned?• How do you compare
against benchmarks?
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Best practice
Ask guests to write reviews7
23.06.2010 16© TrustYou 2010
The more reviews, the better!
“…nice breakfast buffet…”
“…parking garage too tight for minivans…”
“…great view from the balcony…”
“…restaurant was great for families…”
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Best practice
Show reviewson your website8
23.06.2010 18© TrustYou 2010
• Reviews are inherently independent
• Increase trust – and thus your bookings and conversion
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10.04.2023 20© TrustYou 2010
Best practice
• Multi-Channel: Same as with the rates and OTAs you need to look at your entire presence on the web
• Review websites• Facebook Fanpages
Social Media Marketing
= Multi-Channel9
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Summary
Reviews are highly relevant!
They influence bookings on- and offline
With the right tools they can be used efficiently and productive.
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Solutions for managing user reviews
21.05.2010 22© TrustYou 2010
Finding what I am looking for
SEMANTIC SEARCH
BOOK
Reputation Management
Monitoring and analyzing hotel reviews
Semantic Search & Analysis
Automatically structure content
Aggregated Content
Better conversions and more bookings
1
2
3
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Last thought
Content is King Context is Queen
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Thank You!